Government communication is an important management tool during a public health crisis, but understanding its impact is difficult. Strategies may be adjusted in reaction to developments on the ground and it is challenging to evaluate the impact of communication separately from other crisis management activities. Agent-based modeling is a well-established research tool in social science to respond to similar challenges. However, there have been few such models in public health. We use the example of the TELL ME agent-based model to consider ways in which a non-predictive policy model can assist policy makers. This model concerns individuals' protective behaviors in response to an epidemic, and the communication that influences such behavior. Drawing on findings from stakeholder workshops and the results of the model itself,we suggest such a model can be useful: (i) as a teaching tool, (ii) to test theory, and (iii) to inform data collection. We also plot a path for development of similar models that could assist with communication planning for epidemics.Keywords: influenza, epidemics, agent-based modeling, policy modeling USES OF AGENT-BASED MODELING Uses of agent-based modeling for health communication: The TELL ME case study Communication to the public on how to minimize the risk of infection is the only tool, beyond vaccination, available to public health agencies during an influenza epidemic (Crosier, McVey, & French, 2014;Lin, Savoia, Agboola, & Viswanath, 2014). As such, it is vitally important that planners develop effective evidence-based communication strategies. However, this can be challenging, with the unpredictable timing and nature of new epidemics, and lack of rigorous empirical research into the effects of communications plans (Lin et al., 2014;Savoia, Lin, & Viswanath, 2013). This paper introduces agent-based modeling and explores how agent-based models (ABMs) can be of value in responding to this combination of challenges faced by public health communicators. Agent-based modeling is 'a computational method that enables a researcher to create, analyze, and experiment with models composed of agents that interact within an environment' (Abdou, Hamill, & Gilbert, 2012, p. 141). Over the last forty years, agent-based modeling has become an increasingly popular approach for exploring ideas about the social world (Axelrod, 1997;Epstein & Axtell, 1995;Gilbert & Troitzsch, 2005). While use is in its infancy in public health, there have already been ABMs developed in areas as diverse as epidemiology, illicit drugs and physical activity (Dray et al., 2012;Liu et al., 2015; Yang et al, 2011).ABMs are computer programs that encode important actors (the 'agents'), their behavior, their interaction with each other, interaction with their environment, and any policy interventions. The design of ABMs is typically underpinned by theoretical frameworks and empirical findings from surveys and questionnaires. Once built, the models can be 'run' many USES OF AGENT-BASED MODELING times with different startin...