Problem: In early 2024, the Lao People's Democratic Republic experienced a surge in dengue cases approaching levels of its 2013 epidemic, underscoring the persistent threat of dengue during the monsoon season. Although awareness of preventive behaviours is high, inconsistent adoption has limited their effectiveness. Context: In response, the Ministry of Health, in collaboration with the World Health Organization, implemented an innovative, humour-driven risk communication and community engagement (RCCE) campaign targeting individuals who perceived dengue as a routine health concern. Action: To capture attention and increase message retention, the April to September campaign employed an actor dressed as a giant mosquito who deliberately and humorously interrupted daily activities. The strategy used pre-tested materials, a strong social media presence, and television and radio to promote mosquito control, symptom recognition and timely medical care for severe dengue. The impact was assessed through nationwide phone and online surveys and social media analytics. Outcome: The campaign reached almost 2.9 million unique users (68.2% of whom were using the country’s most popular social media platform), generating more than 27 million content views and 86 342 interactions. Post-campaign surveys indicated a sharp rise in public concern about dengue (from 21% [42/200] to 56% [224/400], indicating they were “very concerned”) and high awareness of key messages, with 81% (324/400) stating they would seek immediate care for severe symptoms. The humour-based approach was rated as appealing or very appealing by 76% (304/400) of respondents, with 90% (360/400) reporting increased likelihood of preventive action. Discussion: These findings demonstrate that culturally relevant, humour-based RCCE, integrated across digital and traditional media, may be effective in enhancing awareness and shifting perceptions.

Problem: Communication is an integral component of an emergency response, including to the coronavirus disease (COVID-19) pandemic. Designing effective communication requires systematic measurement, evaluation and learning. Context: In the Western Pacific Region, the World Health Organization (WHO) responded to the COVID-19 pandemic by using the Communication for Health (C4H) approach. This included the development and application of a robust measurement, evaluation and learning (MEL) framework to assess the effectiveness of COVID-19 communication, and to share and apply lessons in real time to continuously strengthen the pandemic response. Action: MEL was applied during the planning, implementation and summative evaluation phases of COVID-19 communication, with evidence-based insights and recommendations continuously integrated in succeeding phases of the COVID-19 response. Lessons learned: This article captures good practices that helped WHO to implement MEL during the COVID-19 pandemic. It focuses on lessons from the evaluation process, including the importance of planning, data integration, collaboration, partnerships, piggybacking, using existing data and leveraging digital media. Discussion: Despite some limitations, the systematic application of MEL to COVID-19 communication shows its value in the planning and implementation of effective, evidence-based communication to address public health challenges. It enables the evaluation of outcomes and reflection on lessons identified to strengthen the response to the current pandemic and future emergencies.

Problem: The spread of mis- and disinformation on mobile and messaging apps during the COVID-19 pandemic not only fuelled anxieties and mistrust in health authorities but also undermined the effectiveness of the overall public health response. Context: Mobile and messaging apps help users stay informed and connected to their families, friends, colleagues and communities. However, during the COVID-19 pandemic, these apps were also one of the primary channels where mis- and disinformation were circulated. Action: Recognizing the importance of including mobile and messaging apps in risk communication and emergency response strategies, the World Health Organization (WHO) and some countries in the WHO Western Pacific Region independently piloted initiatives to reach messaging app users, meet their evolving information needs, and streamline health ministry communication. Outcome: The enhanced use of mobile and messaging apps enabled consistent and timely communication and improved coordination during the COVID-19 pandemic. Leveraging their features also helped identify and potentially fill crucial information gaps, mitigating the harms of mis- and disinformation and fostering stronger trust in health authorities. Discussion: The findings from the work carried out by WHO and countries in the Western Pacific Region identified some promising innovative communication interventions using mobile and messaging apps. While these interventions should be further explored and evaluated, they have demonstrated that interventions need to be proactive, flexible, and able to adapt to changes in mis- and disinformation content being shared through messaging apps.