Following the joint workshop “Communicating for Impact: Changing Health Narratives Together” held in UN City, Copenhagen, we sat down with Aleksandra Olsen, Communications Officer at the WHO Regional Office for Europe, to learn more about the organization’s work on noncommunicable disease (NCD) prevention and the crucial role of communication in driving change. From reframing health narratives to addressing misinformation, Aleksandra shares insights from WHO Europe’s ongoing efforts to improve public health through better communication.
Let’s start with the recent event in Copenhagen. It was such an energizing two days with colleagues from WHO, JACARDI, and JA PreventNCD. What stood out to you most about the workshop — and what do you hope participants took away from it?
It was so energizing to come together in person as communications professionals, learning from each other’s experiences, sharing case studies, and brainstorming around how to plan, frame and measure impact. What stood out most to me was the diversity of perspectives and the creativity in the room. Communications, especially in small teams, can sometimes feel isolating, like we’re experimenting in the dark. I hope participants left feeling part of a bigger community, knowing that we are stronger when we co-create and ground our work in evidence-based public health communication.
WHO Europe’s NCD team works across a vast region with many countries and contexts. Can you tell us what the team is focusing on right now when it comes to NCD prevention? What are the key priorities for the months ahead?
WHO/Europe has recently restructured to form a new Division of Prevention and Health Promotion, led by Dr Gundo Weiler, whom participants also met at the workshop. One of our key priorities is tackling behavioural and environmental risk factors for NCDs: tobacco, alcohol, unhealthy diets, physical inactivity, and air pollution. Our focus is on supporting countries to adopt effective, evidence-based policies and improve public health literacy. Like JA Prevent NCD and JACARDI, we’re also looking closely at how to best reach different audiences, whether youth, older adults, or policymakers, because one size never fits all. Our goal is to help Member States strengthen prevention based on their unique contexts and needs.
Communication plays a central role in prevention. How does your team approach communication around NCDs — both in terms of reaching policymakers and engaging the public?
It’s become clear how much language and framing matter. Even the term “NCD” is not widely understood outside expert circles. But using simpler words like “lifestyle choices” can also mislead, because it shifts focus to individuals and away from the powerful social, commercial and environmental determinants of health. So, careful framing is key. Beyond messages, our approach is iterative: we listen, test, adapt, and test again. Evidence-based communication requires curiosity and feedback loops. We’re also working closely with our colleagues on Behavioural and Cultural Insights in Health, who bring valuable tools to help ensure our messages resonate and reach the audiences they’re meant for.
You mentioned during the event the importance of narratives. How do you see storytelling and framing influencing how people think about NCDs and prevention more broadly?
Storytelling is one of the most powerful tools we have, especially when it’s backed by data. Numbers alone rarely move people, and policymakers are people too. Stories, on the other hand, create empathy and connection. They help us see how structural issues and commercial influences shape health behaviours.
Take alcohol, for instance. It’s often seen as part of everyday life, but stories from real people help reveal its hidden harms. One storyteller, Yolanda, spoke about targeted marketing to LGBTQ+ communities and how it exploits identity for profit. Another, Tetiana, shared how she realized during COVID-19 that her drinking was not “normal”, a realization many can relate to. These stories make the data come alive and help shift public perception from blame to understanding.
Working across so many countries must come with unique challenges. What are some of the biggest communication challenges you and your team face when working at the regional level?
We work across 53 very diverse countries, socially, politically and culturally. That diversity is both a challenge and a strength. Communicating across such contexts means navigating different media landscapes, sensitivities and capacities. One key challenge is ensuring timely, accurate and coordinated messaging during health emergencies. Another is addressing topics that may be politically or culturally sensitive, which makes clear, evidence-based communication even more important. These are also the moments when communications can have the most impact and meaning.
Collaboration is a recurring theme in public health. How do joint actions like JA PreventNCD and JACARDI help strengthen WHO’s work and impact in NCD prevention?
Joint Actions like JA Prevent NCD and JACARDI bring together national experts, researchers and communicators, creating strong networks that drive progress from the ground up. They help translate evidence into action and raise the political visibility of public health issues. Collaboration is really at the heart of impact. By learning from each other’s experiences, aligning efforts and amplifying good practices, we can accelerate change and make prevention more effective across Europe.
Looking ahead, what do you think is the next big step or opportunity in communicating NCD prevention effectively in Europe?
The next big step is to make prevention more visible, relatable and actionable. We need to move from technical language to compelling, human-centered storytelling that connects with everyday life. Digital platforms give us incredible opportunities to reach new audiences, especially youth, but only if we do it with authenticity and creativity. I also see a huge opportunity in bridging behavioural insights with strategic communications, understanding what drives people’s decisions and designing messages that empower rather than overwhelm. The ultimate goal is to make prevention feel possible and worth caring about.
And finally, on a more personal note, what motivates you most about working in this field?
What motivates me is seeing that communication really can change things, not overnight, but over time. When I see a policymaker rethink an assumption because of a story we told, or when a young person says a message made them question a harmful norm, that’s impact. Public health communication is about connecting science with people’s lived realities. It’s about trust, empathy and imagination. I can’t think of a more meaningful space to work in.
As Aleksandra points out, effective communication is not just about delivering information — it’s about connection, trust, and shared purpose. Through collaboration across initiatives like JA PreventNCD, JACARDI, and WHO Europe, public health communication in the region continues to evolve toward greater impact and engagement. The JA PreventNCD team thanks Aleksandra for her time, insights, and inspiring collaboration.