What makes health information easy to trust?

It's 9 p.m. A message arrives in the family WhatsApp group. It's a voice note from someone's cousin's friend, who "works at a big hospital." It says a new illness is spreading, that drinking hot water with lemon and salt every hour will protect you, and that the vaccine being offered at clinics is dangerous. "Share with everyone you love!"

Within an hour, the message has been forwarded to hundreds of people. Some start drinking salty lemon water. Some decide to skip vaccination. Nobody knows who the "friend" is.

Meanwhile, the Ministry of Health has published a clear statement with accurate information. Almost nobody in the group has read it.

Why do rumours spread so easily, while reliable health information struggles? And what makes health information easy to trust?

What makes people trust health information — and how can we make reliable information as easy to trust as a rumour?

The "infodemic" problem

During the COVID-19 pandemic, the World Health Organization (WHO) used the word "infodemic" — an overabundance of information, both accurate and false, that makes it hard for people to find trustworthy guidance.

Health misinformation isn't new. Rumours about vaccines, malaria treatments, HIV, family planning and herbal cures have circulated for decades. But social media and messaging apps allow rumours to travel faster and further than ever.

A widely cited 2018 study in the journal Science by MIT researchers found that false news on Twitter spread significantly farther, faster and more broadly than true news — partly because false stories were more surprising and emotional.

False news stories were about 70% more likely to be retweeted than true stories. (Vosoughi, Roy & Aral, "The spread of true and false news online," Science, 2018) Surprise and fear spread faster than facts — unless facts are designed to be shared too.

What people actually trust

Research on trust in health information shows that people trust:

• People they know (family, friends, community leaders).
• Health workers they've met (nurses, doctors, community health workers).
• Sources that speak their language — literally and culturally.
• Information that matches their experience.
• Sources that seem honest about uncertainty.

The Wellcome Global Monitor, a large international survey, found that across many African countries, trust in doctors and nurses is high — often higher than trust in government or media. That's a powerful starting point.

Joke break: A grandmother in Porto-Novo once said she trusts only two health sources: her nurse and her own grandmother, who died in 1982. "One gives me medicine, the other gives me warnings in my dreams." Health communicators: you're competing with that.

Seven signs of trustworthy health information

Here's what makes health information easier to trust — and what to look for:

Who is saying this? A named hospital, ministry, university or qualified health worker is more trustworthy than "a friend who works at a hospital."

• A clear, named source

Does it mention studies, data or official guidance? Is it consistent with what WHO or national health authorities say?

• Evidence, not just opinion

Trustworthy sources say what they know and what they don't. "We don't yet know how long protection lasts" is more trustworthy than "100% protection forever!"

• Honesty about uncertainty

"Cures all diseases," "doctors don't want you to know," "one simple trick" — these are warning signs.

• No miracle promises

Information that's easy to understand is more likely to be used. Jargon creates distance.

• Simple, clear language

Is it in your language? Does it reflect your community's reality — local foods, customs, clinics, costs?

• Local relevance

Health guidance changes as science learns more. Check the date.

• Updated

Why rumours feel more trustworthy

Rumours often feel more trustworthy than official information because they:

• Come from someone we know.
• Use emotional stories.
• Use simple language and local examples.
• Arrive at the right moment (when people are scared or confused).
• Offer easy solutions.

Official information often:

• Uses formal, technical language.
• Comes from distant institutions.
• Arrives late.
• Doesn't answer the questions people are actually asking.

The lesson for health communicators: learn from how rumours spread — but use those techniques for accurate information.

What health communicators can do

Partner with nurses, community health workers, religious leaders, teachers, market women's associations, musicians and local influencers. See How community health workers reach families.

• Work through trusted messengers

Messages in Fon, Yoruba, Dendi, Bariba, Wolof, Hausa, Swahili and other languages reach more people and feel more personal. See The role of local languages in health communication.

• Speak local languages

"Mama Aïssatou's grandson got vaccinated and is now healthy" can be more powerful than "Vaccines are 95% effective." Best: combine a story with a simple number.

• Use stories, not just statistics

Listen to what people are asking and worrying about. Use community radio call-ins, WhatsApp hotlines and meetings.

• Answer the real questions

The first message people hear often sticks. Share accurate information early.

• Be fast

Admitting "we were wrong about X" can build trust over time.

• Be honest about mistakes and uncertainty

Short voice notes, simple images, songs and videos in local languages travel well on WhatsApp.

• Make information shareable

"The single biggest problem in communication is the illusion that it has taken place." — often attributed to George Bernard Shaw (attribution uncertain)

Real examples from Africa

• During the 2014–2016 Ebola outbreak in West Africa, health teams learned that working with community leaders, respecting burial traditions and communicating in local languages were critical to building trust.
• Community radio stations across Africa run health programmes in local languages, often with call-in segments where listeners ask doctors questions directly.
• Fact-checking organisations like Africa Check (founded in South Africa in 2012) and national fact-checkers verify viral health claims and publish corrections.
• WHO's Africa Infodemic Response Alliance (AIRA) was created to coordinate efforts against health misinformation in Africa.

What you can do as an individual

• Pause before sharing. If a message makes you scared or angry, check it first.
• Check the source. Who wrote it? Is it named?
• Compare with official sources: Ministry of Health, WHO, your local clinic.
• Ask a health worker.
• Correct gently. If someone shares false information, reply kindly with a reliable source — privately if possible. Shaming makes people defensive.

For a step-by-step method to check claims, read How to read a health claim shared online.

Trust is built before the crisis

The most important lesson from health emergencies is that trust must be built before a crisis — through everyday relationships between health workers and communities. When people already trust their nurse, clinic and health messages, they're more likely to follow advice during emergencies.

This means investing in:

• Community health workers.
• Respectful, friendly health services.
• Regular, honest communication.
• Listening to community concerns.

The role of health workers' behaviour

People don't only trust information. They trust experiences. A patient who was treated rudely at a clinic may trust rumours more than the clinic's advice. A patient who was listened to, respected and helped will trust the clinic's messages.

That's why kindness, respect and clear explanations in health facilities are not "extras." They're part of health communication. See A simple guide to asking better questions at a clinic.

Health information for young people

Young people are among the heaviest users of social media — and among the most exposed to misinformation about topics like mental health, diet, fitness and sexual health. Schools can teach health literacy: how to find, understand and evaluate health information. See How schools can talk about mental well-being and How young people can care for their well-being.

An illustrative case: the rumour and the nurse

In an illustrative town in northern Benin, a rumour spread that a new vaccination campaign would make children sick. Attendance at the clinic dropped. A nurse we'll call Mme. Orou (illustrative) decided not to argue on WhatsApp. Instead, she recorded a short voice note in Bariba, explaining what the vaccine was, who had approved it and what mild side effects parents might see — and invited parents to come and ask her anything.

She also asked the local imam and pastor to mention the campaign during their services, and she vaccinated her own child in front of other parents. Within two weeks, attendance recovered. The facts hadn't changed. The messenger, the language and the openness had.

Trust is the medicine behind the medicine

Accurate information saves lives — but only if people trust it. Trust comes from named sources, honest communication, local languages, respectful health workers and the patience to listen.

Next time a scary health message arrives in your group chat, pause. Ask where it came from. And if you're a health worker, remember: every respectful conversation with a patient is also building trust for the next crisis.

Keep reading: How community health workers reach families, Why local action needs good information, and our Health & Well-being section.

Questions

How do I know if health information is trustworthy?

Look for a named, qualified source, evidence, honesty about uncertainty, no miracle promises, clear language, local relevance and a recent date. Compare with official sources.

What is an infodemic?

A term used by WHO for an overload of information — both accurate and false — that makes it hard to find reliable health guidance.

Why do health rumours spread so fast?

They often come from people we know, use emotional stories and simple language, and offer easy solutions at moments of fear.