ealth systems and authorities to respond with effective and appropriate interventions, policies, and messages. A critical element in reducing transmission of the virus is rapid and widespread behavioural change. Evidence shows that a perceived lack of consistency, competence, fairness, objectivity, empathy, or sincerity in crisis response in the public could lead to distrust and fear.1 Conversely, when the public perceives measures as having these characteristics, as well as being easily understood and communicated thro