At the outset of the pandemic, the Prime Minister’s “stay at home” order was accompanied by a public messaging campaign that clearly instructed the public to “stay home, protect the NHS, save lives”. This message was driven by regular televised press conferences from Number 10 Downing Street, during which Ministers sought to emphasise that the response was “built upon the bedrock of the best possible scientific and medical advice”.220 Professor Whitty credited this initial messaging as “absolutely essential in people understanding what needed to happen, and then doing it.”221 The message was clear in both the instruction it was giving the public, as well as plainly explaining why they were being asked to change their behaviour.