Using trusted messengers for social causes

Five years ago today, WHO held one of the most important press conferences when Dr Tedros declared #COVID19 a public health emergency of international concern — a moment that signaled to the world that we were facing a new global health crisis. It turned out to be unlike any other.   But while scientists, health workers and governments rushed to respond to the new virus, another battle was unfolding in real-time: the fight against health misinformation.   The phenomena of health misinformation wasn’t new, but this was the first pandemic of the digital age. Suddenly, false claims spread faster than the virus itself, reaching millions before experts could correct them. Fear and confusion filled the gaps where reliable information was missing. The stakes couldn’t have been higher.   Dr Maria Van Kerkhove and I reflected recently on what WHO has been doing to prevent false health information from spreading on #SocialMedia:   1. Engaging directly with the public — through #AskWHO live Q&A sessions, press conferences, we have answered real questions in real time.   2. Working with trusted messengers — from frontline health workers and scientists to religious leaders and digital influencers, so that people could hear accurate information from voices they already relied on.   3. Partnering with tech platforms — to ensure credible health information reached more people, while slowing the spread of harmful falsehoods.   4. Expanding access to information in multiple languages — so no one was left behind in accessing clear, verified health guidance.   5. Investing in research and digital innovation — to better understand the ways in which people consume digital content the best and adapt our strategies in real-time.   What we’ve learned about trust:   - Trust isn’t built in a crisis — it must be nurtured before, during, and after emergencies.   - People trust people — authentic, relatable messengers make the biggest impact.   - Transparency matters — being open about what we know, what we don’t, and how we’re learning builds credibility.   One thing is clear: the fight against misinformation is not over. Building and maintaining trust in public health is an ongoing effort — one that requires the commitment of governments, civil society, media, and the industry every single day.   Because trust isn’t a given, it’s earned.

We are living in a time of trust deficit. We’ve been pitched, sold, influenced, manipulated and otherwise “marketed to,” to the point that we don’t know who to trust. As a nonprofit, how can you break through the noise and build trust with donors? One of my favorite ways to do this is with a “Toughest Questions” campaign. Full disclosure, I shamelessly copied this tactic from the Gates Foundation Annual Letter from 2018. You can check it out here: https://lnkd.in/gSD4VJK9 I’ve used this communications tactic on behalf of multiple nonprofit brands with great success. I’m sharing an example here from my time working for an international NGO that focused on building schools in Pakistan. International causes face a lot of scrutiny and folks often worry about not being able to see the impact firsthand. We used this campaign to build trust and overcome the objections donors had for investing in our cause. Here are my tips for a great Toughest Questions campaign: 👂 Listen. And read between the lines. This phase requires openness to feedback, genuine curiosity and a group effort. Enlist your board and committee members to help you gather the toughest questions you can. 🤔 Don’t be afraid to sound negative- Frame the questions as a skeptical prospective donor would actually say it. If people have objections or skepticism about your cause, simply throwing out “10 Reasons Why We’re the Best” is not going to win them over. Trust me. 📝 Keep it brief. But offer a “read more” option for those who are now interested in learning more about you. 📢 Use various channels- we opted for a printed pamphlet for events, a dedicated page on our website with both paragraph form answers and an even more brief social media version. We included a corresponding video series with our founder & CEO answering the questions directly. Which leads me to my next tip… 👩🏻🎓Utilize credible messengers to deliver the message. This can be your CEO, trusted Board Members, current donors, a leader in the community, a person who has benefitted from services. Having the Founder of our org, a trusted member of the community, communicate the message directly went a long way in trust building for our organization. The immediate result of this campaign was better conversations with our supporters. Donors reached out to say, “I’m so glad you addressed this. I have wondered about this” or “I’ve had friends ask me these questions and I never know how to answer them, so I just stopped talking about the organization.” Our openness and transparency created the space our supporters needed to ask their own tough questions, deepening relationships and strengthening their trust in the organization. What questions would you include in your Toughest Questions campaign?

Want to drive real change? Here’s how strategic communication does it. Know Your Audience: Tailor your message like a laser—speak directly to each group’s needs. Trusted Voices: People listen to who they trust. Use credible messengers to deliver the message. Proof is Power: Show real results. Data or stories > random claims. Storytelling That Hits Home: Make it real, make it memorable. Use social, video, radio—whatever works. Listen & Adjust: Engage your audience. Collect feedback, iterate, and improve. Repetition Works: Consistent messages across channels = real change. Remember: Change isn’t instant, but it’s possible. Innovate, execute, repeat.