"Don't touch your face"---Effectiveness of a health communication intervention on reducing face-touching behaviors.

Background: Given the risk of infection through face-touching behaviors, investigators have called for more research into the development of interventions to reduce the frequency of face-touching. The current study aims to test the effectiveness of messages on reducing face-touching behaviors.

Methods: Nine different messages that highlighted the risk of face-touching were developed. Study 1, an online survey-experiment with a national sample of US adults (N = 998), examined message-, risk perceptions, and face-touching-related behavioral intentions. The most promising messages identified in study 1 were then tested in study 2, a follow-up behavioral observation study with a class of undergraduate students. Students' face-touching behaviors were observed during a 4-week period when intervention versus control messages were displayed in the classroom.

Results: Four messages performed better in study 1, 2 of which were selected to test the actual message effectiveness in study 2. Study 2 results showed that on average, students touched their faces less frequently when a "Don't touch your face" message was present, although such decrease was not statistically significant.

Conclusions: Having reminder messages of "Don't touch your face" in public spaces hold the potential to be a low-cost, effective strategy to reduce face-touching behaviors.