Multimodal Health Communication Towards Vulnerable Groups in Colombia in the Context of COVID-19 Crisis

From the beginning of the COVID-19 crisis in March 2020, Colombian authorities have implemented an inclusive, multimodall health literacy campaign in order to inform the population, ensure its adherence to the containment measures and therefore prevent a major outbreak. In the pursuit of these goals, Colombia has been facing notable challenges that result from its socio-economic context, which in turn relies on its recent history. High illiteracy rates and low health literacy levels (see Brach et al. 2012, Manganello 2008, Nuttbeam 2000, Sørensen et al. 2012) call for specifc communication strategies that are suitable for the target groups. In this communicative scenario between experts and non-experts (for expert-non-experts communication, see Bromme-ucks 20), the speed and efectiveness of the information are crucial for proper health crisis management. Actions to promote health literacy, such as the multimodal campaign put into motion by the Colombian government, have a higher efectiveness and more positive response from the target groups if the content is accessible (see Schaefer et al. 20). With the goal of creating material suitable for the various target groups, accessibility features were considered for the Colombian health literacy campaign against the coronavirus