A Burkinabè physician and public health specialist based in Burkina Faso, Dr Karim Kombassere answered our questions about the role of information in health prevention in the Sahel.
Why do the media have such an important role to play in preventing illness?
Institutions such as the WHO provide reliable, science-based information, but that information still needs to reach people. In our Sahel region, few people consult WHO webpages directly, whereas radio reaches a much wider audience. The media therefore play an essential role: they adapt information to the local context, use understandable language and often speak to people in their own language. This connection makes information easier to understand and share.
Take malaria, for example. In our communities, some people still say that eating fresh groundnuts or fresh maize can cause malaria. When a specialist explains that the disease is actually transmitted by mosquitoes, specifically Anopheles mosquitoes, it helps correct a misconception and clarify how malaria can really be prevented. That information can then spread from person to person, creating a genuine snowball effect.
I also think of COVID-19, a period marked by widespread misinformation. When a specialist speaks on the radio to explain clearly how the disease spreads and how to prevent it, people gain reliable guidance, unlike some of the information shared on social media without any scientific basis.
Why is it important to be able to identify a trusted media outlet for health information?
Today, one of the main challenges is knowing where information comes from. Who provided it? Through which channel? If I know that a piece of information comes from a radio station recognised as reliable, I will take it more seriously than something circulating on a page whose author and sources are unknown. This is why a media outlet needs to establish itself as a trusted source. People should know that they can turn to it when they need reliable information. But that trust is built over time: an outlet that spreads rumours or misinformation will quickly lose its credibility.
“People should know that they can turn to it when they need reliable information.”
A credible media outlet should also avoid exploiting emotions simply to attract attention. The aim is not to be the first to publish, but to provide information that is as accurate and thoroughly checked as possible. In the Sahel, the media, particularly radio, have long served as a trusted point of reference. Even before the internet, people listened to the radio for information about health, the economy and everyday life. That relationship of trust remains essential today.
How can better health information also help the healthcare system?
The better informed people are about health and preventive measures, the more likely they are to seek care early and take appropriate action. This can help prevent certain diseases and ease the burden on the health system. The media can also help strengthen epidemiological surveillance: when people recognise symptoms and seek care sooner, diagnosis and treatment become easier.
Finally, the media also have an advocacy role. They can raise awareness among decision-makers, highlight needs and help mobilise resources. They provide both a source of information for communities and a space for dialogue that can reach society broadly.