This commentary highlights the importance of educating and empowering the community for effective non-pharmaceutical interventions in responding to the COVID-19 outbreak.

Multiple factors collectively increase risk vulnerability to COVID-19, which must be addressed with appropriate communication tools to promote prevention and response to the pandemic. Public engagement is key for effective responses, and that engagement is predicated on trust and transparency. Messages must be tailored to meet the needs of individuals and influences affecting their decisions (e.g., culture). At the same time, the communication must counter the misinformation circulating to reduce stigma and discrimination.