Publication Title: 
Journal of Public Health Management and Practice
Publication Date: 
Friday, July 19, 2019

Public health leaders are called to develop more effective messages that appeal to a broader range of “moral foundations” and also to the new millennial generation who represent the future of the public health workforce. In this column, the authors turn the focus from the tools we can use to craft persuasive messages to the virtues that can make us worthy of being heeded.