By Kadi Toure The media has the ability to influence how communities perceive, act, and respond to health issues. It influences public awar...
By Kadi Toure
The media has the ability to influence how communities perceive, act, and respond to health issues. It influences public awareness, sets social standards, and frequently defines what decision-makers consider critical. However, even with this impact, the narratives of women, children, and teenagers are often overlooked, under-supported, and undervalued.
At the Partnership for Maternal, Newborn and Child Health (PMNCH), we witness this divide daily – between actual events on the ground and what is featured in the news. Bridging this gap is not only a question of justice; it is crucial for attaining global health equality.
Media coverage changes outcomes
Extensive media coverage does more than just educate – it inspires action. Studies indicate that ongoing focus on public-health topics can lead to increased financial support, change political agendas, and affect societal behavior. Throughout the COVID-19 pandemic, regular news about vaccine availability and false information had a direct impact on vaccination rates.
When the media portrays maternal deaths or teenage pregnancies as avoidable rather than unavoidable, it influences public opinion and policy actions. Visibility fosters responsibility—and responsibility can save lives.
Wellness remains insufficiently covered - and frequently regarded as "typical"
Although it has the potential to be a significant topic, health coverage—particularly regarding issues affecting women, children, and adolescents—only takes up a small portion of the news. A global analysis of Reuters articles revealed that less than one percent of them referenced diseases or medical conditions. In local U.S. newspapers, stories about health behaviors accounted for only 1.7 percent of the coverage.
Systemic obstacles worsen the issue: decreasing financial resources in newsrooms, restricted expertise, and a persistent assumption that the public lacks interest. Numerous health journalists handle various areas with minimal time or education to explore thoroughly.
Even more alarming is the quiet acceptance of hardship. In numerous communities, maternal and child death rates are viewed as a natural part of life instead of a critical national issue. Deaths during childbirth, child mortality before age five, and teenage pregnancies are frequently considered unavoidable. This mindset reduces anger and diminishes political commitment. The media holds both the ability – and the responsibility – to change this perspective.
The concept of independence and the misconception that "health is not profitable"
A common misunderstanding is that health-related content fails to capture readers' interest. The Daily Nation in Kenya challenged this notion by introducing a 16-page weekly supplement called Healthy Nation. This section quickly became one of the newspaper's most popular sections, demonstrating that when stories are presented with compassion, significance, and factual support, readers are highly engaged.
Nevertheless, numerous health desks still lack independence or recognition. In certain situations, editorial freedom is limited by political or business influences. Genuine advancement demands support for autonomous, adequately funded journalism, allowing reporters to explore intricate stories without concern or obstruction. When journalists possess the liberty, expertise, and support to investigate, they serve as drivers for improved governance and more robust health systems.
Availability of data and openness
For health reporting to be informative, it needs to be based on reliable evidence. However, health data are frequently hidden in technical documents or shared without explanation. Without up-to-date, clear, and detailed data, reporters are unable to confirm statements or monitor advancements.
Governments and international organizations should view open health data as a shared resource. Easily available data—categorized by gender, age, and location—enables journalists to uncover disparities and demonstrate effects. Openness fosters confidence; it transforms individual stories into data-driven trends and shows where commitments are not met.
Human narratives and morally grounded, community-focused journalism
Just having data isn't enough to touch people's emotions. Health reporting should combine facts with a human perspective. Journalists require the resources and encouragement to share stories that are both compassionate and precise – and this starts with building trust.
Establishing enduring connections with local groups allows journalists to depict health issues in an accurate manner. Ethical journalism – based on permission, honor, and consideration – makes individuals collaborators, not mere subjects. This method changes reporting from exploitation into empowerment and creates a more robust link between communities and decision-makers.
Gender equality in the media: who has the right to share the narrative
Another challenge is the gender disparity within the media industry. Across the world, men continue to hold the majority of editorial positions, with male perspectives being three times more prevalent than female ones in news reporting. When a significant portion of the population is underrepresented in both content and leadership roles, issues concerning women's and children's health often receive less focus and thorough coverage.
Achieving gender balance in the media goes beyond being a matter of fairness – it is crucial for accuracy and significance. Studies indicate that female journalists and specialists tend to emphasize education, equality, and health awareness more. When women take the lead, reporting becomes more comprehensive, incorporating the everyday experiences of care, access, and respect. It is vital to have equal representation in editorial choices to enable effective and inclusive health communication.
Building long-term partnerships
Top-tier health reporting cannot succeed through isolated initiatives. Ongoing cooperation among reporters, non-governmental organizations, and international health groups develops the expertise and credibility required for reliable, data-based coverage.
At PMNCH, connecting technical specialists with media professionals has enhanced the precision and compassion in reporting. Ongoing collaborations provide journalists with reliable information and background – while enabling health organizations to gain a better grasp of how narratives influence public behavior.
Looking ahead
The narratives we share—and those we overlook—define the reality we inhabit. Enhancing media reporting is not about promotion; it's about influence. It decides which lives are considered important, which issues are given attention, and which remedies are expanded.
When reporters have access to proof, moral principles, autonomy, and fairness, they do more than cover health topics — they contribute to its development. Since when the media highlights disparities, it doesn't merely share a narrative. It plays a role in shaping the following section of fairness.
Kadi Toure, Director of Communications, The Partnership for Maternal, Newborn and Child Health (PMNCH)
COMMENTS