Addressing COVID-19 Rumors and Behaviors Using Theory in Guyana: A Program Case Study.

Area of Science:

• Public Health
• Health Communication
• Behavioral Science

Background:

• The COVID-19 pandemic saw a surge in misinformation, necessitating strategic communication interventions.
• Effective public health campaigns require understanding and addressing public perceptions of risk and efficacy.

Purpose of the Study:

• To develop and implement a theory-based rumor-tracking system to combat COVID-19 misinformation in Guyana.
• To inform Guyana's COVID-19 communication strategy using social and behavior change messages.

Main Methods:

• Utilized the Extended Parallel Process Model (EPPM) to categorize COVID-19 rumors based on perceived vulnerability and efficacy.
• Developed contextually relevant "MythBusters" messages tailored to specific rumor categories.
• Integrated "MythBusters" into Guyana's national COVID-19 communication campaign via radio, television, and Facebook.

Main Results:

• Rumors predominantly focused on COVID-19 treatment, prevention, and transmission.
• The majority of rumors (48%) indicated low perceived vulnerability and low efficacy.
• Twelve "MythBusters" were developed and disseminated, reaching a significant portion of the Guyanese population.

Conclusions:

• The EPPM provided a valuable framework for developing targeted counter-misinformation messages.
• The "MythBusters" initiative successfully disseminated accurate information and encouraged protective behaviors against COVID-19.