Message framing | Description of framing | Examples of headline message |
Descriptive frame | Highlights the information that is found on the site | WHO Official Updates Symptoms of COVID-19 |
Collective frame | Highlights the actions of others | Join your community Millions wear masks |
Gain frame | Highlights positive outcomes | Stay safe Keep the spread low |
Loss frame | Highlights potential losses | Don’t risk your safety Don’t miss the latest |
Appeals to values | Highlight personal values such as protecting others and exercising personal choice | Protect each other Heroes wear masks |
Emphasising reasons | Highlights that there are reasons supporting | Learn why vaccines work See what you can do |