WHO Member States in the Western Pacific Region strengthen risk communication through behavioural insights

The Asia Pacific Health Security Action Framework prioritizes actions to ensure that countries' emergency response communication activities are community-centred and informed by data and behavioural insights. To help Member States implement the Framework, the World Health Organization (WHO) Western Pacific Region is taking concrete steps to build Member States' skills and capacity in priority areas − including risk communication and community engagement.

WHO's Communication for Health (C4H)approach advocates the use of behavioural insights − understanding why people make certain choices about their health − to inform health communication activities, including during health emergencies.

"Communication that is effective, reliable and based on solid evidence is key during a health emergency and it can save lives. Understanding why people behave the way they do, and using these insights to design communication activities should be at the heart of any emergency response," said Dr Babatunde Olowokure, WHO's Regional Emergency Director for the Western Pacific. "This approach also enables us to measure and evaluate health outcomes and course-correct if needed."

Capitalizing on the momentum and capacity built during the COVID-19 pandemic for risk communication, WHO hosted a workshop on "Using Social and Behavioural Insights to Support Risk Communication in the context of Emergencies in the Western Pacific Region". The workshop brought together ministry of health representatives from seven countries in the Region: Cambodia, the Lao People's Democratic Republic, Malaysia, Mongolia, Papua New Guinea, the Philippines and Viet Nam. Through active engagement during the workshop Member State participants developed a list of priority actions to promote the use of social and behavioural sciences for future emergencies.

Incorporating a behavioural lens within emergency communication

The COVID-19 pandemic crystallized the importance of using behaviourally informed communication to inform the public about infection risks and motivate them to practise the recommended public health and social measures. From 2021 to 2023, a series of studies was conducted in the Western Pacific Region to better understand people's perceptions and behaviours and this knowledge was used to address the drivers of transmission through the design and implementation of effective communication campaigns.

Insights from this research helped both WHO and governments in the Region to build an evidence-based approach to communicating risk during emergencies.

• To be effective, health messages must address barriers to behaviour change specific to target audiences. In Cambodia, survey results indicated that vaccine hesitancy was prevalent among pregnant women and other vulnerable groups. Using this insight, the Ministry of Health disseminated risk communications material specifically targeted at pregnant women, invited women to press briefings and shared video content featuring pregnant women to encourage vaccine uptake among this group. Similarly, in the Lao People's Democratic Republic, people − particularly older adults − identified accessibility as the primary barrier to vaccination. One survey respondent said: "I did not get vaccinated because I could not go by myself, and my children could not bring me because they were working." In subsequent campaigns, the Ministry of Health focused on making vaccines more accessible to vulnerable groups, and used targeted communication to spread the word to those groups. Subsequently, vaccination rates nearly quadrupled.

• Trusted voices in communities can be leveraged to promote risk-reducing behaviours. In Mongolia, survey results indicated that the most trusted source of information was health-care providers. The Mongolian Government therefore worked closely with health-care providers to help them share health information that specifically addressed low trust in vaccines, beliefs or rumours about side effects and misinformation about boosters. In Papua New Guinea, the Government tapped religious leaders − who are well trusted by their communities − to disseminate health information. Similarly, the Philippine Government identified and trained more than 200 social mobilizers − trusted community voices − in 899 geographically isolated and disadvantaged areas to enhance vaccine uptake.

• Reliable information sources enhance public trust in health messages. In Viet Nam, survey data revealed that people relied on social media for COVID-19-related health information. However, social media platforms were also breeding grounds for rumours and misinformation. The Government addressed this issue by using official, government-run social media channels to debunk related myths and promote credible sources of information.

WHO will continue working closely with governments and partners across the Western Pacific Region to leverage the power of behavioural science for health, through implementation of C4H and the Asia Pacific Health Security Action Framework.