About 10 years ago there was a proliferation of home wares promoting ‘Keep calm and carry on’. This adage came from World War 2 posters produced by the British Government in an effort to boost the morale of its citizens. Typically printed as white lettering on a red background you can now over 80 years later get this on a mug, cushion or t-shirt. 

It makes you wonder whether in 80 years people will be adorning their houses with ‘Be Kind’ embossed across the ubiquitous diagonal yellow and white ‘Unite stripe’. 

But using ‘Keep Calm’ as a design trend ignores the reality of living in London during World War II. It required much more fortitude than just keeping calm. The message may have been rousing as military action was first used in 1939 but after six years of war, its use was more likely to irritate.

As Auckland deals with its fourth lockdown, the second in as many weeks, the messaging of ‘Be Kind’ is getting a battering. Even the Prime Minister couldn’t manage it for the families who went to the gym or work instead of self-isolating. The call to remind our friends and family to ‘do the right thing’ was strong willed. It seem like it was only a late addition to say, but be kind about it.

The Government is getting criticism for not tailoring their message to the audience. Young people are saying it is too complex, too long and is given by people they don’t relate to. Given it is young people at Papatoetoe High School who are being asked to make the biggest sacrifices this outbreak it seems only fair they get the information in a manner they understand.

There is a political communications saying, ‘a message for everyone is a message for no one’. If you fail to target your message to the audience you need to hear it, it will most likely sail right past them. 

Outside of South Auckland, the call for ‘be kind’ has firmly been replaced with a ‘be fined’ attitude. People whose lives and livelihoods have been disrupted by another lockdown want the people who broke the rules to understand the consequences of their actions, and most importantly not do it again.

Fining people for not following COVID restrictions isn’t a new idea. The UK has significant fines for people who fail to follow the rules and there is some ability to do so here (see Andrew Geddis’ article for more detail on fines). It is hard to tell what impact these fines had on getting people to stay home in the UK. At least at an infection level, NZ’s ‘be kind’ appears to be more successful but others may argue that our low density living and ability to restrict the border is the reason for relative success. 

The Prime Minister’s rhetoric has gotten increasingly frustrated. Even extending to a he said/ she said over what isolating families were told. Families have been told they let down the team of 5 million. It appears even the Prime Minister may be over trying to be kind. 

During lockdown last year we cycled pretty fast through bingeing Tiger King, sourdough starters, and Zoom drinks. One year one from the first recorded COVID case in NZ, it shouldn’t be surprise the original messaging is getting stale.

Maybe it is time to throw out the ‘Be Kind’ message and leave it for its rejuvenation as a cushion cover in 80 years’ time.