Amplify Trusted and Familiar Sources
Channels of communication that include trusted and familiar sources should be used to amplify health messaging but with appropriate moderation and regulation.
Familiar and trusted sources, ranging from friends, family and neighbors to community leaders and health workers are effective channels of messaging as these sources are generally trusted, understand the local context and are available for dialogue.
However, these individuals may not be equipped with the right knowledge and in such cases may end up doing more harm than good. During the COVID-19 pandemic, disinformation and conspiracy theories, often propagated within these familiar channels, led to confusion and mistrust. As such, public health cannot ignore these actors, especially those who have larger influence circles, and needs to engage, inform and moderate them.