Focus group participants expressed a desire for practical information to guide their responses to the influenza threat. Such views are consistent with previous reports of research participants preferring risk messages that empower with information about actions that could reduce risk and/or mitigate consequences [4, 5, 12] . People want to know how to protect themselves and their families during an influenza pandemic and the ability to act provides a sense of relief that "they could do something" [8] . It has been reported that participants who received little or no information about protective actions they could take, expressed helplessness and frustration [8] ,