Communicating risk in public health emergencies
© WHO / Will Seal
Communicating risk in public health emergencies
© Credits

Communicating risk in public health emergencies

During public health emergencies, one essential lifesaving action is to ensure people know how to protect their health. By understanding risks, people can make informed decisions to protect themselves, their loved ones and those around them against the impact of a threat or hazard – such as a disease outbreak. Risk communication is the real-time exchange of information, advice and opinions between experts, or officials and people who face a hazard or threat to their survival, health, or economic or social wellbeing. Therefore, effective risk communication is central to saving lives and reducing illness and for preserving social, economic and political stability in emergencies.

Risk communication has proven to be a critical tool in emergency preparedness and response. It is a core capacity of  the International Health Regulations (IHR 2005) and is a priority area within the Asia Pacific Health Security Action Framework (APHSAF) and the Health Emergency Preparedness Response and Resilience (HEPR) Framework.

During outbreaks and emergencies, WHO works with Member States and partners to ensure that at-risk and vulnerable people have the information they need to protect their health and safety. Countries in the Region are encouraged to reuse any of the messaging and materials posted here and adapt them for their own local context.

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BRIDGE: Behavioural Research and Intelligence for Directed Guidance in Emergencies 

Illustration with five icons of people strung together in the shape of a bridge

Communities that are most impacted by health emergencies are often underrepresented in shaping the responses. This disconnect can contribute to less effective interventions, diminished trust, and missed opportunities to protect lives and health. To address this, the WHO is enhancing its use of behavioural science to better integrate community perspectives into emergency preparedness and response.

BRIDGE is an approach that enables access to tools and a collaborative network during emergencies — to ensure that emergency response efforts are community-centred, timely, and evidence-informed.  BRIDGE supports the development of more trusted, timely, and effective interventions — ultimately helping to save lives, improve health, and optimize resources. 

Tools with proven value 

BRIDGE comprises of 5 technical tools that countries can use generate social-cultural data to inform emergency response. 

Five icons depicting risk communication tools
  1. Social Listening
  2. Risk Prioritisation
  3. Exposure Assessment
  4. Rapid Qualitative Insights
  5. Rapid Quantitative Insights

A network for long-term impact

BRIDGE amplifies risk communication and community engagement efforts through collaborations with various networks.

List of icons depicting networks under the BRIDGE initiative
  1. Academia
  2. RCCE Community of Practice
  3. Infodemic Management Alliance 
  4. Health workforce 
  5. Media