Integrating behavioural science into risk and crisis communication in public health

Abstract

This presentation explores how behavioural science can be systematically integrated into risk and crisis communication in public health. Drawing on the work of the GT-3C Risk Communication subgroup, it presents a structured approach to planning, developing and validating communication strategies grounded in behavioural evidence. Using a concise visual narrative, the presentation will highlight ongoing national-level initiatives, including communication strategies for vector control and Aedes-transmitted diseases and seasonal response plans for summer and winter periods. It will also introduce the development of an integrated framework for risk communication, community engagement and infodemic management (RCCE-IM), aligned with international guidance. Particular emphasis will be placed on anticipatory planning, the incorporation of behavioural data into message design and the adaptation of communication strategies to different audiences and contexts. The examples will illustrate how risk communication connects with information management and community engagement within the broader GT-3C model. The main implementation lesson is that effective crisis communication requires coordination across technical areas, transparent management of uncertainty and sustained attention to trust. The presentation will offer practical insights into how behavioural approaches can strengthen preparedness and response capacities, supporting a shift from reactive communication towards proactive, evidence-informed strategies.