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This commentary aims to describe a case of how meaningful co‐design between rural health service leaders and a health service‐embedded research unit can identify emerging research priorities and optimise translation.

The challenges facing rural health services are unique, and the important role of health service leaders in the research response is increasingly recognised. Poorly‐designed research can contribute to research waste through reduced applicability of results to rural communities, and an opportunity exists to increase research co‐designed with rural health services through the involvement of research users during study planning.

In early 2020, leaders at a rural Victorian health service approached the embedded health service research unit to request research be conducted on an emerging issue: rural staff well‐being in the face of the COVID‐19 pandemic. This was …