It is a real challenge, because we are asking people to go again through something that.... When they went through it the first time, they thought that would be it and then they could move on. There's also fatigue, and people have to some extent exhausted some of the things they were doing early on when they were in lockdown or in isolation or needing to follow some of the distancing measures. There's a general feeling of frustration. There's a timelessness, a sense of “When is this going to end?”
We have relied on collective goodwill and a collective sense of shared responsibility for looking after each other, and I think it's going to be so important that we continue to reinforce that, continue to reinforce the messages that you're doing this not just for you, but for the people around you.
Again, we have to be careful that we don't oversell the arrival of the vaccine. It is going to take time. We don't know what the effects are going to be. We don't know what happens if people are vaccinated differentially in terms of the activities we're looking at. Therefore, we have to help people continue to reset their expectations, whether it be about immediate events or social or other activities that they were hoping to participate in, and at the same time really focus on some of the benefits that people have noticed from having time to focus on other things, focus maybe on simpler rewards, realizing that there are some things that we had built some of our expectations around that aren't as important as they are at the moment.