Gov.UK
"Perceived threat: A substantial number of people still do not feel sufficiently personally threatened; it
could be that they are reassured by the low death rate in their demographic group (8), although levels of
concern may be rising (9). Having a good understanding of the risk has been found to be positively
associated with adoption of COVID-19 social distancing measures in Hong Kong (10). The perceived level
of personal threat needs to be increased among those who are complacent, using hard-hitting emotional messaging."