Reframing communication about Zika and mosquitoes to increase disease prevention behavior

Emergence of invasive vector species and the diseases they carry present a clear danger to the public as well as a challenge for scientists and experts to control effectively. Given the urgent need to address this phenomenon, we suggest that desired public action toward these invasive vectors can be motivated through intentional framing in science communication. In this paper, we sought to evaluate the effect of framing about ZIKV (Zika virus) on reported willingness to comply with mosquito prevention action. Post framing intervention, we found a significant increase (N = 26, p < 0.001) in individuals willing to take preventative action against mosquitoes. By methodically investigating best communication practices, this study and others can help practitioners mobilize communities to address large-scale ecological problems. Additionally, the principles outlined here may be transferrable to other communication efforts about ecological issues outside of ZIKV and mosquitoes.