The hard truths of the pandemic — along with years of injustice and inequity experienced by historically marginalized and underrepresented communities — has positioned public health communication at a crossroads. Our field has long relied on traditional communication and marketing “best practices” that do not offer much opportunity for advocacy and are insufficient to move the needle on health disparities. To make progress, it’s imperative that we view diversity, equity, and inclusion not just through the lens of people but also through the lens of processes. This panel will include a frank discussion of the tensions between traditional health communication methodologies and the reality of an equity-centered approach – including the complexities of identity, intersectionality, power, and co-creation. Panelists will discuss 2 frameworks for centering equity in both health communication practice and the overall research cycle. We will focus on implications for design, strategy, and evaluation. Speakers will also share real-world case studies of incorporating the principles of each framework into intervention and campaign development. We’ll discuss the challenges and benefits of these practices – including tips for practitioners and researchers.