What We’re Getting Wrong in Health Communication - And How to Fix It

Health messages don't always fail because they’re wrong, they fail because they don’t connect. Data might inform, but stories move. In a region where over 40% of the population gets health information from informal networks, our reliance on leaflets and jargon is more than just ineffective , it’s dangerous.

In health communication, good intentions are not enough. We design campaigns packed with vital facts, yet behaviour change remains elusive. Why? Because too often, health messages sound like instructions rather than invitations.

A 2023 WHO report revealed that health initiatives rooted in behavioural storytelling recorded up to 55% more community engagement compared to those using data-only messaging. That’s because facts alone do not shift culture—stories do.

In East Africa, 62% of caregivers say they trust health information delivered through community figures or relatable storytelling formats over formal government media, according to a UNICEF study. Yet many health communication campaigns still lean on top-down lectures and brochures with sterile language that alienates rather than activates.

To fix this, we must place people at the centre of our messages. Speak in the language they use. Reflect their values and lived experiences. And most importantly, use story as a vehicle for change. Storytelling doesn’t mean compromising accuracy; it means making meaning.