Achieving health equity is a multidimensional challenge

Health equity, a fundamental human right, remains elusive for many. As health communicators, we play a crucial role in addressing these disparities, bridging gaps and supporting underserved populations – and the time to act is now.

In this first contribution to a new monthly column, co-authored with my Communiqué Awards co-chair Catherine Devaney, I have consolidated my learnings and conclusions from the past year as we collectively aim to build a more equitable world.

The pursuit of health equity is fraught with obstacles. Achieving it is a multidimensional challenge that requires addressing the social determinants of health – such as housing, education, employment and systemic discrimination – alongside tackling issues like bias and lack of diversity in clinical trials, unequal access to health resources, digital literacy gaps, complex communication around health-related issues and stigma surrounding many conditions.

The COVID-19 pandemic exacerbated these inequalities, disproportionately affecting different communities and highlighting the urgent need for targeted interventions.

Recognising these obstacles, the EU4Health Programme has committed €5.3bn to improving crisis preparedness, strengthening health systems’ resilience and addressing inequalities through funding for community health initiatives and access programmes.

While we can’t fix everything, the pharmaceutical industry and its health communicators can help address some of these areas.

As communicators, we can bridge the gap between science and health information and public understanding, build trust with marginalised communities and advocate for policy changes supporting more equitable access to care. Developing targeted, culturally sensitive messaging campaigns and collaborating with community leaders ensures our messages resonate with diverse groups.

Leveraging diverse channels, creating multilingual narratives and executing creatively also help make health information more accessible. Addressing misinformation and combatting prevalent health myths in specific communities can also enhance public health outcomes and trust in the system.

To make a real difference, we must also adopt a health equity lens in all aspects of communication. This involves intentionally considering how messages may impact different populations, using inclusive language and person-first terminology and ensuring culturally and linguistically appropriate communications.

Additionally, we must recognise intersectionality in health equity, understanding that individuals often belong to multiple groups and face overlapping social and health inequities. This complexity should be reflected in our strategies. As healthcare becomes increasingly digital, digital literacy levels and access to technology must also be considered to avoid inadvertently exacerbating health disparities.

Community engagement is critical to effective health communication, especially when addressing sensitive inequities affecting specific groups. This year’s Communiqué Awards winner of Excellence in Pro Bono Working is a great example: the partnership between Stirred Health and the survivor-led charity Vavengers.

This collaboration addresses the issue of female genital mutilation/cutting (FGM/C) and demonstrates how expertly developed communications can tackle complex problems.

Their partnership has brought the issue to the attention of new audiences, helping ensure that, as a society, we can better identify those at risk or already living as FGM/C survivors. This, in turn, has helped break the cycle of abuse and has better-supported survivors who have endured continuous physical and emotional trauma.

Improving health equity is a complex but essential goal requiring committed efforts by us all. To create meaningful change, we need to regularly audit our communication strategies, ensuring they are inclusive and representative of the populations we serve.  Collaborating with community representatives in developing and reviewing health messages is vital to ensuring authenticity and cultural resonance.

Investing in cultural competency training equips health communication teams with the skills to craft accurate messages sensitive to diverse communities. Prioritising health literacy by using clear, accessible language and visual aids will help bridge knowledge gaps, making vital health information more understandable to all. Advocating for policy changes that address systemic barriers can also amplify our impact beyond individual campaigns, contributing to long-term improvements in health equity.

Through strategic, empathetic and inclusive communication, we can work together to dismantle the barriers contributing to health disparities and create a healthier, more equitable world.

Each of us has a part to play. Even small actions, when taken collectively, can lead to significant change over time.

What will you do next week, next month, or over the next five years to improve health equity?