**5.8 Evoke positive emotions**

Individuals' risk perceptions usually incorporate emotional aspects [53] that have been found to drive individuals to take up protective behaviors in crisis situations [82–84]. Hence, the use of (positive) emotion has been found to be conducive to behavioral change [85], also in times of crisis, where emotions have been found to drive (health) risk message reception, e.g., by impacting individuals' willingness and motivation to take up precautionary measures (e.g., [86–89]). *Positive emotions can be evoked, for instance, by presenting individuals as heroes, as it is the case in both the German public health campaign and the New York #maskupamerica campaign (see Figure 6)*.
