TY - JOUR T1 - Addressing COVID-19 Rumors and Behaviors Using Theory in Guyana: A Program Case Study JF - Global Health: Science and Practice JO - GLOB HEALTH SCI PRACT DO - 10.9745/GHSP-D-22-00071 VL - 10 IS - 4 SP - e2200071 AU - Bolanle Olapeju AU - Camille Adams AU - Joann Simpson AU - Lyndsey Mitchum AU - Sean Wilson AU - Mona Jarrah AU - Gabrielle Hunter AU - TrishAnn Davis AU - Alicia Martin AU - Shabana Shaw AU - Natalie Tibbels AU - Jennifer Orkis AU - J. Douglas Storey Y1 - 2022/08/30 UR - http://www.ghspjournal.org/content/10/4/e2200071.abstract N2 - Key FindingsMisinformation and rumors propagated during the coronavirus disease (COVID-19) pandemic and ensuing infodemic confuse people and undermine the effectiveness of public health responses.Most of the 48 rumors that a rumor classification tool identified related to false, ineffective, or harmful COVID-19 prevention and treatment measures, inaccurate explanations of transmission, and doubts about COVID-19's existence.To educate individuals about COVID-19 risks and solutions, the project designed social and behavior change messages called “MythBusters,” which had an estimated reach of 30% of the population of Guyana aged 15 years and older.Key ImplicationsImplementing programs can use a theoretical framework such as the extended parallel processing model during health emergencies to identify specific information content (specific inaccurate beliefs) that can be corrected if done in a timely and focused way.Policy makers should institutionalize social and behavior change into emergency planning to ensure proactive public health responses and resilient health systems and communities.Introduction:To manage the rapid rise of misleading information on the coronavirus disease (COVID-19) during the pandemic, the Breakthrough ACTION project developed a theory-based rumor-tracking system to inform Guyana’s COVID-19 communication campaign.Methods:The rumor-tracking project used the extended parallel processing model (EPPM) to identify and categorize rumors reflecting perceived high versus low vulnerability to COVID-19 and high versus low efficacy of engaging in recommended COVID-19 prevention behaviors. The project designed contextually relevant social and behavior change messages, called “MythBusters,” responded to rumor categories with the following objectives: (1) high perceived vulnerability and high efficacy rumors included a call to action; high perceived vulnerability and low efficacy rumors educated about effective and achievable solutions; (3) low perceived vulnerability and high efficacy rumors educated about risk; and (4) low perceived vulnerability and low efficacy rumors educated about risk and effective and achievable solutions.Results:Most rumors emanated from regions 4 and 8 (29%). Over two-thirds of the rumors (71%) recurred. Rumors were typically related to COVID-19 treatment or prevention (40%) and transmission (35%). Most rumors (48%) reflected low perceived vulnerability and low efficacy, 29% reflected high perceived vulnerability and low efficacy, 13% reflected low perceived vulnerability and high efficacy, and 10% reflected high perceived vulnerability and high efficacy. The project rapidly developed 12 MythBusters from June through December 2020 and integrated them into the national COVID-19 communication campaign, disseminated via radio, television, and Facebook. Estimates indicate that they have reached most of the target Guyanese population.Discussion:The EPPM was a particularly useful tool, giving direction to countering myths with appropriate messaging to affect relevant behaviors. The COVID-19 MythBusters provided the Guyanese public with valid and verifiable information and promoted preventive and protective behaviors. ER -