Public health officials have struggled to find persuasive and accessible approaches throughout the pandemic, from explaining where COVID-19 originated to how the virus spreads among individuals, along with steps to prevent its transmission, its inequitable impacts on people’s lives, and now relevant risks and benefits information about vaccines. COVID-19 is not just a medical issue. It is also a social justice, economic and political issue. That makes it hard to figure out how best to share information about it, especially since messages come from a range of communicators – including elected officials, journalists, scientists, physicians and community leaders – and are delivered to diverse audiences.