Background

Strategic communication for public health is a high priority in the Western Pacific, as recognized in the regional vision, Weaving Health for Families, Communities and Societies in the Western Pacific Region (2025-2029): Working together to improve health, well-being, and save lives. The vision’s “weaving” analogy symbolizes collaboration between WHO, governments, and partners to improve health and well-being in the Region. It consists of five vertical strands of action led by governments, and three horizontal strands of action driven by WHO. The inclusion of communications as one of the three horizontal strands highlights the critical role communication plays in achieving key health outcomes, from expanding access to health services, increasing vaccination rates, reducing stigma around mental health, and addressing the risk factors leading to communicable diseases, among others. Different types of communication mechanisms, such as risk communications, community engagement, community protection, and social and behaviour change are key pillars in the Communication for Health (C4H) approach that support the strengthening of these capacities.

In Cambodia, the Cambodia-WHO Country Cooperation Strategy 2024-2028 aligns with this regional vision by emphasizing integrated, sustainable, and multi-sectoral solutions to advance universal health coverage and strengthen health systems. Strategic communication serves as a vital enabler across all three strategic priorities: advancing quality integrated systems reoriented toward primary health care; improving the health of individuals, families, and communities through action within and beyond the health sector; and strengthening health security systems to increase public health emergency preparedness, response, and resilience. Effective communication ensures that health interventions reach diverse stakeholders, mobilizes communities for health action, enhances visibility of WHO’s partnerships and technical support, and builds public trust in health systems.