The Importance of Trusted Messengers in Public Health

As someone who has spent years engaged in public health communication, I’ve seen firsthand the power that trusted community leaders and messengers wield in shaping health outcomes. It’s one thing to craft the perfect message—factual, timely, and relevant—but the truth is, who delivers that message is often more important than the content itself. Community leaders, often those who are known and trusted within their circles, serve as conduits between large public health institutions and the individuals whose lives are most impacted by their policies.

I was reminded of this reality repeatedly throughout the COVID-19 pandemic. The pandemic exposed deep-seated vulnerabilities in our healthcare systems, especially within communities of color. Across the United States, Black and Hispanic communities were disproportionately affected by COVID-19 in terms of both infection and mortality rates. Despite this, early vaccination campaigns failed to effectively reach these communities due to a lack of trust and historical injustices that had left scars.

But the tide shifted when we stopped relying solely on institutional voices to convey our messages. Instead, we started working closely with community-based organizations (CBOs), local leaders, and trusted figures within vulnerable populations. These individuals were not just disseminators of information; they were cultural interpreters who could translate complex public health guidance into messages that resonated deeply with their communities.

Building Trust in Health Communication

Trust is a critical asset in any public health campaign. When the pandemic first hit, I was part of efforts to promote vaccination in communities that had legitimate fears about the vaccines. Historically, these communities had been overlooked or mistreated by healthcare systems, and they were understandably skeptical of a rapidly developed vaccine. But trust doesn’t come from a press release or an op-ed. It’s earned over time, through consistent and empathetic communication by people the community knows and respects.

"But trust doesn’t come from a press release or an op-ed."

In our work, we found that trusted messengers—whether they were pastors, teachers, or community organizers—were instrumental in moving the needle on vaccine confidence. These figures had a credibility that health institutions alone simply could not replicate. They weren’t seen as outsiders delivering top-down directives; they were part of the community. Their words carried the weight of lived experience, and they could address concerns in ways that felt personal and genuine.

For example, in a Philly-based study, CBO leaders emphasized the importance of showing empathy and creating a safe space for discussions about health decisions. It wasn’t enough to provide factual information; these trusted messengers needed to validate the emotions and concerns of their communities. This approach allowed them to shift long-held beliefs about vaccines, creating space for new perspectives and greater acceptance.

The Role of Trusted Messengers in the Knowledge Journey

One of the key insights I’ve gained from this work is the understanding that public health communication is not a one-size-fits-all endeavor. Different audiences require different messengers depending on where they are in their “knowledge journey.” At the beginning of an issue—when awareness is low—trusted messengers help raise the alarm and ensure that critical information reaches those who need it most. In later stages, when communities are more informed, these messengers shift from raising awareness to guiding decision-making, often helping people take concrete steps, such as scheduling a vaccination or attending a health screening.

This layered approach—moving from awareness to action—is at the heart of effective public health strategy. During the pandemic, we leveraged influencers for broad outreach but quickly turned to local leaders for more personal, action-oriented messaging. It was through these trusted relationships that we could turn general vaccine awareness into actual appointments and ultimately, saved lives.

A Call to Invest in Trusted Messengers

Moving forward, the lessons of COVID-19 need to inform all aspects of public health communication. It’s not enough to have the best data or the most accurate information; we must invest in the messengers who will carry that information forward. This means recognizing that the most effective voices are often those within the community, not outside of it.

In my work with Fundación Manos Juntas and at Yale, I’ve seen how critical it is to not only communicate but to do so through individuals and organizations that people already trust. Whether it’s about vaccines, chronic disease management, or mental health, the messenger often determines the success of the message. As public health professionals, we must continue to foster these partnerships, amplifying the voices that matter most in communities we serve.

Trusted messengers don’t just share information—they build bridges, and in doing so, they make healthier communities possible.