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In this study, the effectiveness of emphasizing concern for well-being in COVID-19 crisis communication messages was examined as an extension of the IDEA model. Using theory from organizational behavior, it was hypothesized that individuals whose institutions demonstrate concern for their well-being in a COVID-19 message would be more likely to report intentions to engage in prosocial behavior. Two messages, which differed only through an added emphasis on concern for well-being, were randomly displayed to 770 participants in an online survey. After reading the message about an increase in COVID-19 cases, participants answered questions meant to gauge intentions relevant to COVID-19 behavior. Results identified significant relationships between message group (control vs. experimental) and intentions related to going to indoor events, wearing a mask, and practicing social distancing. These relationships were in the opposite direction as what was hypothesized, showing that emphasizing concern for well-being could contribute to risky behavioral intentions. Because subgroup analyses indicated that this effect was primarily found amongst individuals who did not change their behavior as a result of the pandemic, further research is needed to determine whether institutions and their communities benefit from messages that demonstrate a concern for well-being.