Pandemics spread not only physically but also psychologically. Courtney et al. posit that using terror management theory to structure responses to reduce individual threats and appealing to collective mindsets may more effectively combat Covid-19. Citing the Terror Management Health Model, healthy actions are only taken while consciously thinking about the threat and only to avoid focal attention. These behaviors also must be easy to adapt, have immediate results, and be effective. While the death threat is in unconscious thought, behaviors will be driven by meaning and value within one's culture. Therefore, it is recommended that public health communication begins with a death reminder to initiate conscious thought and ends with a proven, easy behavior that protects the individual, such as handwashing. However, the authors note the threat's tendency to become subconscious, resulting in other motivations that must also be addressed for continued compliance.