I think some people genuinely believe this thing is over, probably because they have little grasp on how viruses/pandemics work.
I spoke to my colleague quite audibly in work yesterday (so customers could hear) He said that people don't seem to care anymore and I replied loudly 'they'll care when they're lying on a hospital bed!'
Grim as it sounds, perhaps they should show more things to do with the deaths, rather than stats or numbers. Most unless its been close to them have not seen any visible evidence this is real. You wake up and sometimes have to remind yourself this is not a bad dream. Your house looks pretty much the same, wear the same clothes you have been. Now, after queueing can still get the food you always had. Unlike a war, the only visible evidence is you hear about the poor people dying, from a TV or the press or internet.
I think they should do ads that are quite disturbing like for rabies or HIV etc. They rammed it home. All we hear is protect lives, protect the NHS etc, but they need a new message now, one that hits home!