The #ReframeCovid initiative

Abstract From the beginning of COVID-19 pandemic, governments, health agencies, public institutions and media around world have made use metaphors to talk about virus, its effects measures needed reduce spread. Dominant among these been war (e.g. battles, front lines, combat ), which present virus as an enemy that needs be fought beaten. These attracted unprecedented amount criticism from diverse social agents, for a variety reasons. In reaction, #ReframeCovid was born open, collaborative non-prescriptive initiative collect alternatives in any language, (critically) reflect on figurative language impact taken response. The paper summarises background, aims, development main outcomes date initiative, launches call scholars within metaphor community feed into collection their own basic applied research projects.