Strategic Public Health Messaging Drives Change

June 23, 2025 | Grace Lee

Effective public health messaging is essential to gaining support from decision-makers, health care providers, and communities. In public health, we rely on science and evidence to evaluate the effectiveness of policy and programs. However, when it comes to communications, simply presenting data is not enough — strategic framing and storytelling are keys to making public health topics more approachable and relevant to a range of audiences. A recent training session at ASTHO’s Spring Leadership Forum explored several communication strategies with state and territorial health department leaders, offering insights into how public health advocates can share compelling messages that drive action and meaningful change.

Craft Meaningful Messages

Strategically framing messages in a meaningful way is important when presenting sensitive public health topics. While facts and figures are important, value-based messaging can resonate more deeply with diverse audiences. Rooting discussions in health, treatment, and community well-being can reduce stigma (which discourages people from seeking care, exacerbating public health challenges) and improve health outcomes. Further, focusing on harm reduction, expanding treatment access, and implementing public health solutions, as opposed to punitive measures, can foster a more inclusive and effective response to infectious diseases.

Health leaders can also emphasize how proactive policies help maintain order and protect public safety. In addition, shifting the focus from punishment to practical solutions, highlighting that harm reduction, treatment access, and outreach are more effective in reducing disease and costs can be another messaging approach. Additionally, showcasing successful collaborations between law enforcement and public health, such as deflection programs and housing-first initiatives, can demonstrate the benefits of a balanced, pragmatic approach.

The Power of Narratives

Storytelling is another effective tool to use in public health communication and messaging. Narratives are stories that explain how and why the world functions — they can influence public consciousness and shape one’s shared sense of responsibility. Narratives that highlight real experiences can shift public awareness, reduce stigma, and mobilize actions on sensitive public health topics. To tap into the power of storytelling, consider the following:

• Organizing community storytelling events, such as in-person gatherings to share stories with the community, fostering open dialogue.
• Forming digital storytelling peer support groups that allow individuals to share their experiences with each other.
• Using storytelling in educational campaigns, along with factual messaging, to create greater impact.
• Involving people with lived experience when training health care professionals.

Outreach Strategies

Effective outreach strategies focus on education, relationship-building, and proactive engagement. This involves educating stakeholders about public health actions and roles; helping them understand policy impacts, unintended consequences, and alternatives; and using rule-making processes to minimize harm. It’s also crucial to engage with policymakers outside of legislative sessions. Finally, understanding the positions, interests, and priorities of key decision-makers can help to tailor messaging that resonates with their values and policy goals.

An effective outreach strategy will define roles in relation to the policy or program goal, clearly define it in SMART (specific, measurable, achievable, relevant, and timely) terms, assess the associated risks, and identify/align a course of action. Additionally, anticipating roadblocks — such as opposition from other agencies or legal challenges — can help refine messaging and leverage partnerships for stronger outcomes and change. By maintaining open communication and building a broad coalition of support, health agencies can drive effective and long-lasting change.

Moving Forward

Stigma, misconceptions, and communication challenges can make certain public health topics feel less approachable. Effective public health messaging – using strategies like storytelling and strategic framing – can help to overcome these barriers, which is essential for generating leadership support and buy-in to implement evidence-based interventions.

In an era where health crises are increasingly intertwined, how messages are communicated is just as important as what is communicated. With the right frameworks and strategies, health department staff and leaders can break down barriers, build support for evidence-based solutions, and be agents of change.

For more information, including technical assistance and additional resources, please feel free to reach out to infectiousdisease@astho.org.