Alla Zinchenko – Department of Public Relations; National University Kyiv-Mohyla Academy, Kyiv, Ukraine

Vadym Naumov – Department of Public Relations; National University Kyiv-Mohyla Academy, Kyiv, Ukraine

Yana Oliinyk – Department of Accounting and Taxation; SHEE “Kyiv National Economic University named after Vadym
Hetman”, Kyiv, Ukraine



6th International Conference – ERAZ 2020 – KNOWLEDGE BASED SUSTAINABLE DEVELOPMENT,  Online/virtual, May 21, 2020, CONFERENCE PROCEEDINGS

Published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia

Conference partners: Faculty of Economics and Business, Mediterranean University, Montenegro; University of National and World Economy – Sofia, Bulgaria; Faculty of Commercial and Business Studies – Celje, Slovenia; Faculty of Applied Management, Economics and Finance – Belgrade, Serbia

ISSN 2683-5568, ISBN 978-86-80194-33-2, DOI:



During the COVID-19 coronavirus pandemic, governments around the world faced for the
first time the need for large-scale communication campaigns to prevent the spread of the global infection.
Against the background of lack of experience in conducting this type of behavior change campaigns,
there is a need to assess the practice of digital communication and develop steps to address
problematic communication aspects. The article presents the results of the study of digital communication
content and tools of the Ministry of Health Care of Ukraine during the pandemic of coronavirus
infection COVID-19, analyzes communication messages through the prism of factors influencing
behavior change (MINDSPACE). The study substantiated recommendations for improving government
digital communication in health care in the context of global challenges.


Key words

Communications for the sake of behavior change, Digital communications, Government


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