> Public health messages need to be kept simple.

By simple you mean, dishonest?

People aren't as dumb as our betters believe. They pick up on obvious lies ("stop buying masks" => "everyone must wear a mask"), dishonesty ("ivermectin is for animals") and inconsistencies that fly in the face of intuition ("even if you had covid you still need the vaccination").

If the powers that be would stop trying to "shape human behavior" through lying we wouldn't see nearly the same level of vaccine hesitance and alternative medicine we do right now.