A now-notorious document was issued in March 2020 by Sage, called 'Options for increasing adherence to social distancing measures'. It concluded that we were not yet frightened enough.
It said: 'A substantial number of people still do not feel sufficiently personally threatened.' So we needed to be scared a bit more. It recommended: 'The perceived level of personal threat needs to be increased among those who are complacent, using hard-hitting emotional messaging.'