This paper provides a guide for government to coordinate and resource communication efforts during the COVID-19 pandemic.

Strategic planning to combat COVID-19 must be taken quickly. The authors use guiding principles of behavior change theories to provide suggestions for developing a communication strategy for COVID-19 prevention. They offer 10 steps in this development:

1. Set up a task force and appoint a focal person
2. Mobilize resources & involve the private sector
3. Define exactly which behaviors need changed and by whom
4. Review what is already being done internationally, nationally, and locally
5. Review what is known about the drivers of the behaviors and quickly fill in gaps in knowledge
6. Produce a creative brief and theory of change
7. Develop a unifying brand
8. Develop executions employing the most relevant channels for target audiences
9. Quickly pre-test and continually revise messages
10. Deliver, monitor, evaluate, and share lessons

In addition to these 10 steps, six behavioral principles are provided to guide the development of communication strategies:

1. Do it for others
2. Act together
3. Facilitate trust
4. Make it possible
5. Get attention
6. Emphasize reward

Although emergencies make it difficult to engage in strategic thinking, the current COVID-19 pandemic demonstrates that it is vital for government to take responsibility for the organization and coordination of behavior change strategies.