Asking people to behave differently to how they would normally, is complicated. In a country like Australia, with over 270 different ancestries and a quarter of the population born in non-English speaking countries, it’s even more complex. Why then do we blame people for not following the public health restrictions when effective, targeted communication campaigns have been missing? In this episode, Burnet Institute Deputy Director, Professor Margaret Hellard explains how you can influence communities to embrace COVID-safe actions – and avoid stigma. Get the transcript here. Credits: Hosted by journalist Tracy Parish and Professor Brendan Crabb, a microbiologist, malaria researcher, and one of the best minds in infectious diseases and global health today. Produced by Written & Recorded Executive Producers: Serpil Senelmis & James Brandis Sound Design/Engineering: James Brandis Production Assistance: Nick Dalziel, Burnet Institute  How Science Matters was recorded on the traditional land of the Bunurong people of the Kulin Nations and we offer our respects to Elders past and present. We recognise and respect the cultural heritage of this land. Disclaimer: This podcast series was recorded between June and July 2021. For current information on the pandemic, please search for the latest official coronavirus advice in your area. See omnystudio.com/listener for privacy information.