Perhaps, but the other side of the coin is that China's hospitals are still treating hundreds of patients; new cases continue to emerge, although at a slower pace. Re-infections occur. Much of China remains on the WHO travel advisory, with all the inherent impact this has on life and business.
One thing has changed: Sars, for all its real risks, represented an even greater threat unaddressed. Today the Chinese Government enforces wide-reaching measures and does even more to instill social consensus across all sectors of society to contain the virus. To some, this signals life back to normal.
From a communications standpoint,progress has been made. The Chinese do understand the link between hygiene and Sars. However, knowledge and awareness levels alone lead to short-term personal routine changes only.
Real behavioral change is the result of campaigns and initiatives that touch people's hearts and minds, leading to a level of collective determination.
That makes it a notable challenge for public sector communicators.
The focus on donations saw the Chinese Red Cross receive donations of 60 million yuan (US$7.22 million) by mid-May. Sanjiu Pharmaceuticals and China Merchants Bank alone provided millions of yuan each. And 17 foreign companies - including Siemens, Hitachi, Fuji Film, Volkswagen, Epson and Nestle - donated almost 19 million yuan (US$2.3 million) in funds, much needed medical equipment and mobile phones. All these initiatives gained media coverage and helped build awareness for Sars.
What China needs now are more emotionally charged activities: meaningful and visible campaigns like Motorola, which provided hospitals with thousands of throwaway protective suits; and debate and active endorsement from efforts like Fearbusters in Hong Kong - a joint initiative of business and civic leaders. This and more human and visual stories.
But why now, and why should businesses be concerned if the virus is on the decline? According to WHO, Sars is here to stay. How we deal with it is a strategic question. Clearly, this is a substantial cause and an opportunity to demonstrate corporate social responsibility. PROs in China are already offering pro-bono advice to municipal governments and help for clients on their recovery communications. Some great campaigns may be coming our way soon. This would be good for China and good for the communications industry in China.
Doing something, so the theory goes, helps overcome fear. There is an opportunity here to prove that the idea of China as a place for business is stronger than all fears, perceived and real, combined.
