Moral framing in health promotion: lessons from an Indonesian case study.

COVID-19 presents an opportune moment for the public health community to reevaluate the power of moral framing in health messaging, and how it can be used both as a compelling means of establishing community norms toward the common good, as seen in our Indonesia case study, and also as a mechanism used by counterpublics to challenge these norms and appeal to alternative values and versions of reality.