Many factors influence RID protective behaviour. This study has examined a very limited number of these. Confidence in formal information such as health education messages is associated with greater compliance to recommended preventive measures for influenza A/H1N1 [12] . However, the mechanisms for this were unclear. We have shown that this probably involves different mechanisms for hand washing and social distancing, and suggest how these might function. Formal messages may not reduce social distancing behaviours until such time that preventive behaviours are widely adopted in the community. Social distancing seems more likely to occur when there is high influenza-related worry and uncertainty, such as in the initial stages when epidemic circumstances are unknown, or if an epidemic is severe and appears poorly controlled, as during early SARS. This would seem to be largely worry/affect-driven. If so, then social distancing is likely to occur irrespective of government messages as population anxiety about an epidemic increases. Susceptibility may also increase and this may inhibit self-efficacy regarding hand washing. Finally, high levels of community uncertainty or rumour are likely to increase distancing by exacerbating perceived susceptibility and worry.