Culture matters in communicating the global response to COVID-19

C. O. Airhihenbuwa, J. Iwelunmor, D. Munodawafa, C. L. Ford, T. Oni, C. Agyemang, C. Mota, O. B. Ikuomola, L. Simbayi, M. P. Fallah, Z. Qian, B. Makinwa, C. Niang, I. Okosun

Research output: Contribution to journalComment/debatepeer-review

78 Scopus citations


Current communication messages in the COVID-19 pandemic tend to focus more on individual risks than community risks resulting from existing inequities. Culture is central to an effective community-engaged public health communication to reduce collective risks. In this commentary, we discuss the importance of culture in unpacking messages that may be the same globally (physical/social distancing) yet different across cultures and communities (individualist versus collectivist). Structural inequity continues to fuel the disproportionate impact of COVID-19 on black and brown communities nationally and globally. PEN-3 offers a cultural framework for a community-engaged global communication response to COVID-19.

Original languageEnglish (US)
Article numberE60
JournalPreventing Chronic Disease
Issue number17
StatePublished - 2020

All Science Journal Classification (ASJC) codes

  • Health Policy
  • Public Health, Environmental and Occupational Health


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