Keep calm & carry on : Israeli Ministry of Health's activity on instant messaging apps during the Iron Swords War : A case study of a warfare health crisis

This study explores communication strategies employed by the Israeli Ministry of Health (MoH) via instant messaging apps during the Iron Swords War, representing a case of health crisis communication under wartime conditions. All messages (n=271) sent by the MoH through the Telegram (n=216) and WhatsApp channels (n=55) during the first two months (October-December 2023) were analysed. A mixed-methods design was employed, including content analysis, thematic analysis, and a background interview with the Head of the New Media and Internet Department at the MoH. Most messages were war-related (75.0% Telegram; 69.1% WhatsApp). Three key communication strategies emerged, designated as the ARI model (Acknowledging, Recommending, Instructing), varying by platform. A high proportion of casualty updates (18.5%) and hostage return information (16.2%) were demonstrated in the Telegram channel. WhatsApp featured softer content; public health tips (23.6%) and stress management (12.7%) were prevalent. Acknowledging dominated war-related communications, while instructing prevailed in routine health communications on Telegram, and recommending was prominent on WhatsApp. This research provides one of the first empirical analyses of government health authority instant messaging strategies during armed conflict. The ARI framework complements crisis communication models by analysing communication at the individual message level rather than across phases.