Opinion / Tyler Brûlé
Change the record
For the past seven months I’ve been waking up with Victoria Sutter – I know, I’m as surprised as you are, dear reader! Some days we’re awake at 07.00. Other mornings, for a bit of variety, it’s 07.30. If we’re feeling particularly decadent it can even be as late 09.00 but that’s usually on a Saturday or Sunday. As relationships go, it couldn’t be more harmonious as there’s always a cappuccino and blood orange juice on the bedside table long before she speaks. And then, just like clockwork, I hear her voice at the top and bottom of every hour. And, without fail, I will start my day with Victoria talking about the “koh-row-nah veer-uss”.
By now you will have deduced that I’m not sharing a bed with Victoria but she does occupy my airspace as she reads the morning news bulletin on NRJ Radio in Zürich. Agreed, it’s perhaps not a leading force in global news gathering but it does have a poppy playlist and it keeps me connected to what’s happening in Switzerland – less so beyond. Yesterday I woke up with Victoria talking about the “koh-row-nah veer-uss”. But instead of going along with the bulletin, I found myself searching for something to hurl at the radio. It might have been that it was bucketing down outside; it could have been her signature, laboured pronunciation; or perhaps it was the sense of frustration and helplessness that comes with knowing that you’re about to have some basic freedoms curbed or be completely shut down.
Tomorrow, Switzerland is likely to follow its neighbours by implementing a fresh set of measures to control the spread of the virus. At the time of writing, all kinds of potential recommendations are flying around: masks outdoors in residential areas, curfews, smaller gatherings, and so on. For the past week, the federal government and domestic media have been building the country up into a proper froth as infection numbers have been hitting new highs and virologists (the professional and the armchair variety) have been attempting to score points by asking unhelpful questions – “Why didn’t you pay more attention in July?” “Why didn’t you hire more contact tracers in August?” “Why did you reopen clubs and bars?” – and coming up with solutions that, so far, don’t seem to be working.
There have been many crossroads in dealing with this pandemic but now, with shorter days in the northern hemisphere, there’s a real fatigue setting in. Governments need to back added prevention measures with facts – maybe even some romance. It’s very hard to sell a near round-the-clock mask requirement to a nation when numbers continue to rise in countries that have already been living with such measures for more than a month. It’s harder still for health ministers to talk of overloaded intensive care units when populations heard this the first time around and then witnessed empty field hospitals. And then there’s the Stockholm approach (and now Washington), where the narrative can best be summed up as: the virus clearly cannot be controlled so let’s live with it as best we can, find solutions for treating it and hope for a vaccine as swiftly as possible. Madrid, Paris, London and Rome cannot afford to push further without losing control of the message and, ultimately, the overall mission. Will there come a point when leaders might have to admit that locking down the young, the elderly, the entrepreneurial and the sunshine-loving was a mistake?