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Despite the increased availability of vaccines, masking and social distancing remain important strategies to mitigate COVID-19 transmission. This qualitative study aimed to understand experiences navigating public health recommendations to slow the spread of COVID-19 among economically and ethnically diverse mothers with young children. Mothers of preschoolers ( n  = 25) were recruited from Project EAT 2010–2018 (Eating and Activity over Time) longitudinal cohort. Participants completed a virtual semi-structured interview about their experiences during COVID-19. Interview transcripts were coded using deductive and inductive content analysis and analyzed using thematic analysis to identify themes. The first identified theme, ‘Selective adherence to recommendations’ included subthemes highlighting how social distancing was more challenging than mask wearing, family and children were primary reasons for reduced adherence, and concern for the wellbeing of others influenced adherence. The second theme, ‘Personal experiences and relationships were important determinants of perceived severity of the virus and critical aspects of desired support,’ included subthemes on feelings of uncertainty, personal experiences with the virus, and desired community supports. Participants felt stressed and confused about what information to trust. Personal experiences with COVID-19 influenced perceptions of its seriousness, and mothers were more confident about following recommendations when they them from trusted medical professionals and desired for communities to work together. How findings among this diverse population of mothers can help inform future public health messaging and policies throughout the remainder of this pandemic, its aftermath, and future public health emergencies, in which masking and social distancing will be needed, are discussed.

Experiences with public health recommendations for COVID-19: a qualitative study of diverse mothers with young children in the United States