Communicating for health impact

Communication for Health (C4H) leverages the power of communications as a tool for health. Individuals, health workers, policy-makers and government leaders make decisions every day that affect people’s health. These decisions are often shaped by the information people have, the ways in which they communicate and with whom, and the psychological, sociocultural and environmental factors at play. 

Evidence-based, strategic communications – that is, using communication principles and processes to target a particular audience for a specific purpose, based on known audience needs and preferences – is an extremely powerful tool for tackling complex health challenges. Whether it be promoting health-protective behaviours for COVID-19, increasing vaccination rates, reducing stigma around mental health, or advocating for inclusive health policies, strategic communication can play an important role. 

Communication that understands the audience and the drivers of their behaviours, and communication that is understandable, credible, accessible, relevant, actionable and timely, can improve people’s awareness, shift attitudes, change behaviour, and spark policy reform. This is why WHO is scaling up its use of C4H to achieve health priorities in the Western Pacific Region, and is supporting Member States to apply the C4H approach for improved health outcomes at the individual, community and societal levels.