Breaking the Chains - Group Identity

The Covid-19 pandemic and everything associated with it has become highly polarised. It has forced many to take strong positions on how they feel, entrenching them into belief structures.

In the case of Group Identity, the drive to create a group (and therefore an out-group) is derived from our evolution for survival which was improved by the assimilation into groups “like us” that would accept us, and improved our ability to quickly identify those who were not. This is a parable for now.

PANDA's Breaking the Chains campaign encourages viewers to increase cognitive dissonance and gives individuals the virtual space in which to change their minds.