The number of confirmed Covid-19 cases in Hong Kong has surpassed that of severe acute respiratory syndrome cases during that epidemic, and the novel coronavirus has already claimed 14 lives here. In addition to enhancing surveillance and testing, to manage the outbreak, it is essential that the public continue to strictly adhere to preventive measures. To ensure public compliance, the Hong Kong government should understand the factors affecting human behaviour during an outbreak and design corresponding health education. Human behaviour is influenced by factors such as risk perception, familiarity with or uncertainty about the disease, transparency of information, personal experience, public trust in government, fear, and information exposure. In the current outbreak in Hong Kong, familiarity with the disease and fear could be key determinants. In January, the novel coronavirus presented many uncertainties, and the situation highly resembled the Sars outbreak. It provoked immense fear in the community and people adopted precautionary measures, such as mask-wearing and social distancing. However, the initial success in managing the outbreak and the relatively low fatality rate in Hong Kong may have led to an underestimation of the transmissibility and severity of the virus. In such a scenario, inducing public behavioural change is difficult without strategic health education and promotion. No measure too small in struggle to turn back tide of infection I suggest the Department of Health establish a strategic theme of coronavirus education. For example, the British government came up with the slogan “Stay Home, Protect the NHS, Save Lives”, and then “Stay Alert, Control the Virus, Save Lives”, which emphasised a sense of collective responsibility, empathy with health care workers and other people. This is particularly effective for people who think they are strong enough to fight the virus. Also, the department should continue to stress the potential overwhelming of the health care system and the subsequent disastrous effects on society. Meanwhile, the efficacy of public efforts should be emphasised to avoid causing frustration and panic. Finally, we have to acknowledge that the virus will not completely vanish until vaccination is widely available. Mitigation of transmission largely depends on public engagement in health protective measures. The focus should be on changing public behaviour, improving health literacy about Covid-19 and enhancing collaboration with the media to circulate information. Fiona Hsu, Tai Po