Gene Matthews produces Coronavirus framing guide as part of his Better Messengers program.

For years Gene Matthews, director of the Southeastern Region Network for Public Health Law, has been coaching and educating folks on how to talk to those they don’t agree with. Using the principles of Moral Foundations Theory, Gene and his colleagues have taught public health leaders to use universal moral values to craft public health messages that appeal to broad audiences.

In one of his recent training workshops with the North Carolina Public Health Leadership Institute, Gene and his trainees applied this framework to create effective messages surrounding the novel coronavirus and the public health actions needed to curb the outbreak.

Framing Coronavirus Messaging Using Moral Foundations Theory

Moral Foundations Theory Coronavirus Messaging Worksheet