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How can we improve public health communication in the face of the next pandemic? Fighting distrust and disinformation is crucial
Oct
There is a common thread that connects ours pandemic experience for the last 700 years. From the Black Death in the 14th century to Covid-19 in the 21st century, public health authorities have implemented emergency measures such as isolation and quarantine to stop the spread of infectious diseases.
As we know from the pandemic, these measures turn lives upside down in an attempt to save them. In both last AND distant past they also sparked collective unrest, confusion and resistance.
So after all this time, what do we know about the role public health communication plays in helping people understand and follow protective measures during the crisis? More importantly, in an era of misinformation and distrust, how can we improve public health messaging for future pandemics?
Last year we published, among others: Cochrane Review examining global evidence on public health communication during the Covid-19 epidemic and other infectious diseases, including SARS, MERS, influenza and Ebola. Here’s a snapshot of what we found.
Read more: Why are we seeing more pandemics? Our impact on the planet has a lot to do with it
The importance of public trust
A key theme emerging in analyzes of the COVID pandemic around the world is public trust – or lack thereof – in governments, public institutions and science.
A growing body of evidence suggests this level of trust in the government was directly proportional to fewer Covid-19 infections and higher vaccination rates around the world. This has been a key factor in people’s willingness to comply with public health directives and is now a key component of future pandemic preparedness.
Here in Australia, public trust in governments and health authorities has steadily declined over time.
Initial information from governments and health authorities on the developing pandemic crisis, personal risks and mandatory protective measures was generally clear and consistent across the country. Assumption National Cabinet in 2020 signaled the commitment of state, territory and federal governments to consensus-based policy and public health information.
During this early phase of relative unity, Australians reported higher levels of affiliation with and trust in the government.
Mick Tsikas/AAP
But as the pandemic has worn on, public trust has eroded amid conflicting pandemic strategies at the state and federal levels, blame games, and confusing fragmentation of public health messaging. The discrepancy between isolation policies and public health messages adopted by Victoria and New South Wales this is one example, but there are plenty of them.
When state, territory and federal governments have conflicting policies on safeguarding, people easily become confused, lose trust and find it harder to engage with or persuade. Many are giving up partisan politics. Compliance with mandatory public health measures is failing.
Our research found that transparency and consistency of information were key features of effective public health communication during the Covid-19 pandemic.
We also found that public health communication is most effective when authorities engage with diverse target audiences. In Victoria, a case was brought against the state government for sudden closure of high-rise public buildings is a warning emphasizing the importance of thoughtful, tailored and two-way communication with various communities.
Read more: What pathogen could cause the next pandemic? How scientists are preparing for “disease X”
Counteracting disinformation
There is disinformation this is not a new problembut it has been amplified by the advent of social media.
A highly touted “miracle” drug ivermectin embodies the extraordinary traction and anecdotal treatments that have gained local and global adoption. Ivermectin is an antiparasitic drug that has no evidence of activity against viruses such as COVID.
Australia’s drug regulator was forced to do so ban the prescription of ivermectin for purposes other than those intended after a rapid growth people seeking the drug has caused shortages across the country. Hospitals also reported patients ivermectin overdose and Covid “cure” cocktails promoted online.
The Lancet Commission Drawing on the lessons learned from the Covid-19 pandemic, he called for a coordinated international response to countering disinformation.
She therefore called for more accessible and right information and investment in scientific knowledge to protect against disinformation, including on social media platforms. The World Health Organization is developing resources and recommendations for health authorities to address this issue “infodemic“.
National efforts to directly combat disinformation, combined with coordinated efforts to raise health awareness, are needed. The Australian Medical Association does called on the federal government investing in long-term online advertising to counter health misinformation and augment health literacy.
People of all ages need to be prepared to think critically about who and where their health information comes from. As artificial intelligence develops, this is becoming an increasingly urgent priority.
Alina Kruk/Shutterstock
Looking to the future
Recently, Australian health ministers reaffirmed their commitment to the recent Australian Center for Disease Control (CDC).
From a science communication perspective, the Australian CDC could provide an independent voice of evidence and consensus-based information. This is exactly what is needed during the pandemic. However, full details about the CDC’s funding and responsibilities have been a subject any guesses.
Many of ours key findings regarding effective public health communication during a pandemic are neither recent nor surprising. They reinforce what we know works from previous disease outbreaks in different places and times: information that is tailored, timely, clear, consistent and right.
The rapid growth, reach and impact of disinformation and distrust in public authorities add a recent level of complexity to this picture. Countering both must become central to all communication about the public health crisis, now and in the future.
This article is part of a series on the next pandemic.
