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As COVID-19 surges, the Ontario government continues to face criticism over its communication relating to the province's pandemic response. What's the public-health message that's not getting across, and is it time to shift strategies? We explores these questions with infection control epidemiologist Colin Furness; journalist Matt Gurney; Amanda Galbraith of Navigator Ltd; and University of British Columbia's Heidi Tworek, who has studied pandemic communications and responses in Canada and around the world.