**5.11 Create Identification**

As pandemics evoke negative emotional responses – first and foremost, fear [29] - that affect whole populations, crisis communication itself should not only center on people [101] but also familiarize them with proper behavior, e.g., by featuring role models [102, 103]. If identification is high, people are driven into compliance, which can positively effect crisis management [104, 105]. *Governments have featured a number of role models in their campaigns, including health-care workers (U.S.), or celebrities (as narrators in the U.S.).*

#### **Figure 8.** *Austrian PSAs with strong visuals but low in complexity. (Source: https://www.governor.ny.gov/).*
