Using behavioural science to develop public health messages for racial and ethnic minority communities during COVID-19

A behavioural science framework can be used to develop health messages for racial and ethnic minority communities which incorporate cultural influences on behaviour. To increase knowledge, translation of health messages into suitable languages is necessary, but not sufficient. Co-production and pre-testing of messages with the target community can identify language that retains the public health meaning and considers the cultural context. Written and verbal health messages shared via different modes of delivery can accommodate different health literacy needs.Messages should be tailored to local needs, services and resources, and ensure compliance does not disadvantage the community. Active engagement with communities will identify local barriers and facilitators and build trust with community partners and trusted communicators. Health messages should be linked with relevant social identities. Fear-inducing messages should be avoided as even when health messages are understood, environmental stressors may exist that are beyond the control of individuals.