Summary Background Living with alopecia areata (AA) totalis and universalis (collectively referred to here as AA) involves unpredictable, sometimes rapid hair loss. There is currently no effective treatment and patients describe feelings of shock, loss, trauma and disrupted identity. Cultural meanings attached to hair and hair loss, including associations between hair and femininity, and hair loss and cancer may exacerbate distress. Consequently, wigs and make‐up are frequently used as camouflage, but this can produce feelings of inauthenticity, shame and anxiety. Objectives This article explores how meanings associated with hair and hair loss influence experiences of living with AA. We also aim to identify how this understanding might inform practice by healthcare professionals to best support patients to cope with the condition. Methods A total of 95 participants with AA completed an online qualitative survey about their experiences of living with the condition. Data were subjected to thematic analysis within a critical realist theoretical framework. Results The following four themes were identified: (i) It's (not) only hair; (ii) A restricted life; (iii) Abandon hope all ye who lose their hair and (iv) Seeking support in ‘a highly personal journey’. Conclusions Findings suggest that negative cultural meanings of hair and hair loss are pervasive and may drive social avoidance and camouflage behaviours in people with AA. Normalizing social interactions with healthcare practitioners, significant others and peers were cited as pivotal to positive adjustment. Support groups and online forums were highly valued particularly as few had been offered specialist psychological support. Future research should develop and evaluate psychological support in order to address the specific challenges of living with AA.

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BACKGROUND The outbreak of novel viruses like COVID-19 creates many uncertainties for scientists, political leaders, and communities alike. In the absence of an effective vaccine or treatment for COVID-19, it is population-level behavioural changes, such as hand washing or self-isolation when symptomatic that are central to reducing transmission. Health authorities are faced with the challenge of how best to communicate appropriate behaviours to mitigate the risk to the public. It is crucial to understand not only the best ways of communicating this information but also how populations might respond. AIMS To conduct a rapid review to identify and synthesise evidence relating to: a) What characterises effective public health messages for managing risk and preventing disease during public health crises? and b) What influences people’s responses to public health messages about health risk communication? FINDINGS AND CONCLUSIONS Key recommendations should be considered when designing and delivering public health messages: engage communities in the development of public health messaging, using credible and legitimate sources, address uncertainty immediately and with transparency, focus on unified messages from all sources, and develop messages aimed at increasing understanding, inducing social responsibility and empowering personal control. Embedding the principles of behavioural science into public health messaging is an important step towards more effective health risk communication.

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Evidence base is inconclusive. Further rigorous research using appropriate outcome measures to evaluate the effectiveness of interventions for young people with visible differences is required.