Helping WHO build trust through health communications

During the mpox outbreak, HCS helped WHO co-create messages with LGBTQ+ communities, elevating their voices and using tailored platforms such as Grindr and Pride festivals. This community-led approach resulted in campaigns that reached 63 million people and contributed to a significant decline in cases across the European Region.

For COVID-19, HCS supported WHO in designing and testing communication assets on a global scale. We guided the use of A/B testing and a multi-cell Meta “Brand Lift” study—an innovative approach to measure shifts in public perception of protective measures and vaccines. The results were groundbreaking: campaigns reached 1.1 billion people across 84 countries, gained 5.5 billion impressions, and directly motivated 32 million people to continue practicing six key COVID-19 prevention measures.

By blending creativity, analytics, and trusted community partnerships, HCS strengthened WHO’s ability to counter misinformation, foster equity, and build lasting trust in health systems, demonstrating how strategic communications can save lives.