As we navigate the post-pandemic world, public health remains at the forefront of our collective consciousness. Yet, this summer has shown us that despite the hard-learned lessons from COVID-19, our communication strategies and public health messaging still fall short in reaching the hearts and minds of the global population. The images of athletes being carried out on stretchers during the Olympics—amidst a resurgence of COVID-19—barely registered as a blip in the broader conversation. Maskless celebrations and gatherings persisted, underscoring a worrying disconnect between public health guidance and public behaviour.