Another from the archives, this one takes me straight back to full-blown pandemic days. Originally published in September of 2020 (pre-vaccines!), I took some time to reflect on how the exposure notification app rollout went after having the wonderful opportunity to work with the TCN Coalition team through the thick of it. TL;DR: the way we communicate has to meet our target audience where they are. Enjoy.
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As groups of scientists, technologist, lawyers, policy experts, and government employees convened earlier in 2020 to automate certain steps in the fight against COVID-19, it became clear to me that the way that the solutions were talked about was affecting the public opinion. In this instance, public trust is paramount — if technological solutions can help slow the spread of COVID-19, lives could be saved.
One of the major hurdles for exposure notification (EN) apps continues to be public trust. We know that EN apps can complement manual contact tracing and aid in isolating COVID-19 cases, thus slowing the spread of the virus. Researchers have stated that the greater the adoption of the technology the more effective it can be in achieving this purpose but it’s important to note that the positive effects already set in at a much lower adoption rate than the often cited threshold of ~60% (see Oxford study and Linux Foundation Public Health’s blog post about it). In other words: every single adoption helps. However, increasing the adoption rate by citizens requires that they feel comfortable using the technology.
The TCN Coalition (which has now merged in to Linux Foundation Public Health) was rooted in consumer privacy from day 1, acting as a forum for experts to collaborate on the best possible privacy-preserving solutions to digital exposure notification. Having the broad perspective from TCN, I have seen the great challenge that vocabulary and context can play in the public perception of these technologies.
One example that demonstrates how important context and precision are is the use of the word “surveillance”. Epidemiologists and researchers use this word to describe how they follow the spread of the virus in order to guide their research and advise decision making by governments and health institutions. Even though contact tracing plays a role in epidemiologists’ surveillance of disease spread, digital exposure notification apps are not surveillance technology.
To reiterate: in the context of virus research, “surveillance” is the accurate term and refers to tracking of the virus. In the context of public perception of technology, “surveillance” scares people; this fear is attributable to past experiences of privacy leakage in the tech sector and state-level surveillance of its own citizens.
Other examples include:
Context and precision are important.
Because of the (often accidental) miscommunication of these technologies, here is a quick summary of the privacy-preserving characteristics of the Google/Apple Exposure Notification (GAEN) Framework which has been adopted by various states in the US and even countries such as Ireland. GAEN supports user privacy in the following ways:
Linux Foundation Public Health hosts a terms glossary on their site with definitions of terms such as:
The glossary includes a bit of context for each term so that readers are able to choose the accurate vocabulary to communicate their messages.
Public trust plays a massive role in the effectiveness of exposure notification apps complementing manual contact tracing. Therefore, being aware of how the public will react to certain vocabulary is critical; we must choose to be precise and provide context where necessary. It must be a priority.
Digital exposure notification has the ability to automate parts of manual contact tracing and can play a role in containing outbreaks of COVID-19, especially before an effective vaccine is ready for the public. We must make sure we communicate intentionally and accurately about the technology to enable public trust.
Acknowledgements to my friend and colleague Andreas Gebhard for his feedback and contributions.