Without being drawn into a heated "men VS women" debate (there's probably other relevant axis, by the way: age, education, socioeconomic status, possibly even religion...), what is the best way to communicate unpopular public health and safety messages to very self-focused, shit-only-happens-to-others individuals?
I dislike the idea of bending facts to make the "self gain" aspect more obvious, when it is far from obvious (in the case of a pandemic, this "self gain" only fully materialises once almost everyone complies)
... I'd love to think you can educate everyone, but past experience proves that often, making things mandatory and issuing fines really is the only way (think things like seat belts, smoking in enclosed public spaces, mobile phones while driving, etc. Gently asking never worked for these)