The need for rehabilitation advocacy

In January 2021, just a few days before my birthday, my grandma broke her thigh bone after falling down the stairs. The surgery took place on my birthday and went well.?

That same day I hosted a WHO social media live Q&A with Dr Mike Ryan, our health emergencies chief. I was lucky that I could ask for his opinion, and after taking a look at my grandma's X-ray, he reassured me that the job was done well (he is an orthopaedic surgeon by training).

This was in the middle of the COVID-19 pandemic, when Omicron was raging across Europe. Several members of my family got infected, so I flew back home to Serbia, to take care of my grandma.?

The mental and physical state of her health when she left the hospital was worrisome, and we struggled to find appropriate care to help her with rehabilitation.?Hence I ended up doing the full-time nursing and home care with zero experience and knowledge. It was purely done on adrenaline and unconditional love.?

I still can't help but wonder what do other people, who don't have children nor relatives around, do in such situations?

WHO estimates that 2.4 billion people are currently living with a health condition that may benefit from rehabilitation and that about 50% of people in low- and middle- income countries do not have access to such care. Last May, at the 76th World Health Assembly, the Member States adopted the first ever resolution on strengthening rehabilitation in health systems. One of the first action items for Member States in the resolution is to raise awareness of and build national commitment for rehabilitation.

In response, WHO hosted 'Rehabilitation 2030' global meeting, where I had the honour to moderate a panel on the need for rehabilitation advocacy with Professor Sara Rubinelli , SameYou Co-Founder Jenny Clarke and my colleague Elanie Marks .

Here are my takeaways from our discussion:

1. Why do we need rehabilitation advocacy?

• To shape rehabilitation policies
• To create public demand for rehabilitation service access and affordability
• To increase political will, commitment and action

2. How do we advocate for rehabilitation?

• We need to make sure that we build our strategy and desired outcome based on theory, evidence and data.
• We shouldn't improvise; we need to define our target audience and use appropriate tactics, channels and voices to reach them. We don't need to involve everyone.

• Storytelling is an important pathway towards change. We need to find the right way and tone to help tell stories. We can elevate and amplify the voices of those who are willing to be champions for the cause.
• Social media is one of the key tools to mobilize voices - but not the only one. We should choose the right ones to reach different audiences.
• We must be mindful of the infodemic - we do not want to raise our voice for the sake of making noise, but to make a difference. We need to make sure we are adding value to the conversation.
• We need to make sure our messages are clear, concise and consistent - especially among the partners. #ManyVoicesOneMessage

• Above all - we must showcase empathy and understanding!
• Last but not least, we need to ensure sustainability of resources, but also of the audience's interest and attention.

3. What can you do to help?

• Rehabilitation is not a luxury - it is a part of health care that everyone has a right to. Get yourself familiar with the cause before you decide how to contribute.

• Be part of WHO's World Rehabilitation Alliance, or at least spread the word about it.
• If you or your loved one needs rehabilitation or has ever received such services - please raise your voice.

Help us demonstrate the power of digital advocacy to the world! Use #Rehab2030 to tell us your story. The mic is yours now!