Case: Research indicates that wearing a mask is one of the most effective measures of containing the spread of the Corona virus (https://www.nature.com/articles/d41586-020-02801-8). Yet, in many countries around the world, certain parts of the population have resisted the call to wear a mask.

Assume that you work for an international advertising agency. The health authorities in one European country have commissioned you to design a campaign to change peoples' attitudes towards wearing masks. Completing this task will require you to draw on the Elaboration Likelihood Model (ELM) to develop a marketing campaign to increase mask wearing among the general population.

QuestionExplain in your own words how attitudes can influence the target behaviour (wearing a mask). Identify ONE route to persuasion (according to ELM) that you would use in your campaign. Explain briefly how you would go about using this route to persuasion. Use examples to illustrate your answer