Table 1

Examples of different headline message framing

Message framingDescription of framingExamples of headline message
Descriptive frameHighlights the information that is found on the siteWHO Official Updates
Symptoms of COVID-19
Collective frameHighlights the actions of othersJoin your community
Millions wear masks
Gain frameHighlights positive outcomesStay safe
Keep the spread low
Loss frameHighlights potential lossesDon’t risk your safety
Don’t miss the latest
Appeals to valuesHighlight personal values such as protecting others and exercising personal choiceProtect each other
Heroes wear masks
Emphasising reasonsHighlights that there are reasons supportingLearn why vaccines work
See what you can do