From the perspective of KAP model of health communication, combined with field study to Runan, Henan province and Shaoxing, Zhejiang province, the strategies to improve the effectiveness of propaganda and mobilization against COVID-19 are proposed as follows: Using a variety of media approaches to spread the COVID-19 prevention information, arousing the public’s inadvertent attention in order to input the information to the public compulsively; employing the synchronous interpersonal information communication; in terms of the information itself, applying the principle of proximity in content selection and using the “alarming” way properly.

COVID-19  /  anti-epidemic propaganda and mobilization  /  KAP model  /  science popularization