Communication that Touches Hearts and Saves Lives

This opinion piece was first published in Jornal de Angola, a copy of which can be found here: https://www.jornaldeangola.ao/noticias/9/opini%C3%A3o/650649/comunica%C3%A7%C3%A3o-que-toca-cora%C3%A7%C3%B5es-e-salva-vidas

By Olívio Gambo, WHO Angola Communication Officer

Since the dawn of humanity, communication has transcended the simple exchange of words. It builds bridges, shapes societies, and inspires leadership. Today, that same force continues to transform the world, and in Angola, it is redefining the paths of public health.

In September, the Ministry of Health, with the support of the World Health Organisation (WHO) and UNICEF, took a strategic step by launching the Network of Journalists for Health. This initiative brings together communication professionals around a common mission: to promote health, strengthen disease prevention, and report with accuracy, sensitivity, and social commitment. However, it was in October, under the aegis of the same institutions, that I witnessed the emergence of an even more innovative force: the Network of Digital Influencers for Health.

The event "Tea Party for Ideas against Cervical Cancer", which preceded the creation of the network, was much more than a simple meeting. It was a vibrant space for sharing, where real stories, lived experiences, and gestures of solidarity intertwined with science, data, and a sense of hope.

Digital influencers and public health experts gathered to discuss a disease that continues to silently claim lives and a vaccine that could save thousands. Although I have already heard hundreds of moving stories about the devastating impact of cervical cancer on families in focus groups held in various provinces of Angola, this moment was unique. The tears that flooded my eyes were not of despair, but of renewed hope: we can protect our girls and the future of Angola with a gesture of love - vaccination.

The cervical cancer vaccination campaign, which runs until 7 November in all provinces, has gained new momentum with the active involvement of digital influencers. It has gained humanity. And that is essential because communicating with purpose is also saving lives.

According to DataReportal's Global Digital report, in Angola, 17.2 million people have internet access, with 5.1 million using social media. Platforms such as Facebook, Instagram, TikTok, and WhatsApp have become influential spaces, particularly among young people.

Ignoring this potential would be to waste a strategic opportunity to disseminate vital information at the right time and to those who need it most. International experiences have proved the effectiveness of this approach. Countries such as Mexico, Peru, and Australia have achieved HPV vaccination coverage rates of over 80% thanks to creative campaigns and innovative communication strategies.

A study published in the Health Promotion Journal of Australia showed that influencers have a direct impact on changing health behaviours, especially when they use personal narratives and interactive formats, such as short videos and surveys.

International experience also shows that, with the proper training, digital influencers can become effective agents in disseminating essential scientific information, fostering empathy, and active participation. In Angola, this potential is equally evident. Influencers do not just communicate; they create genuine connections. They are voices that are heard where formal media often do not reach or are not well-received.

With the creation of the Health Influencers Network, Angola now has an additional strategic platform that can transform health sector communication into concrete and impactful actions. This good practice should serve as a reference for the development of public policies in other crucial areas, such as education, nutrition, poverty alleviation, and citizenship. To this end, it is essential to create thematic networks of influencers, providing them with technical support, continuous training, and integration into the national communication plans of ministries and social programmes, with clear objectives and well-defined impact indicators.

The initiative should be complemented by the creation of digital observatories to monitor the circulation of information, combat disinformation, and assess the impact of campaigns. Additionally, it is crucial to promote digital literacy and ethical communication among content creators, ensuring their accountability and authenticity. Public funding mechanisms and partnerships with the private sector can ensure the sustainability and inclusiveness of this innovative approach.

In a country where rumours still hinder progress and silence on health issues costs lives, investing in digital communication is investing in life. It is about breaking taboos, combating misinformation, and promoting informed decisions. Because engaging is transforming. By communicating with empathy, we are building a healthier, more informed, and more humane Angola.

Join the Health Influencers Network, use your digital voice for the common good, and promote healthy behaviours, such as vaccination against cervical cancer. Be part of the change. Be the influence that touches hearts and saves lives.