Communicating for impact: Changing health narratives together was the headline for our communication event in Copenhagen with WHO Europe and JACARDI earlier this October.
Communication is central to our project because without reaching people in the right way, there can be no real action or change. Messages only make a difference when they capture attention, build trust, and foster lasting engagement. So how do we reach people’s attention, earn their trust, and inspire their loyalty?
At the event, Henriette Skadinn, Executive Client Director at WPP Media and Mindshare Global in Norway, delivered a keynote presentation that inspired us all. Her talk, titled “Capturing the Gaze: Media Strategies in the Attention Economy across Europe,” offered powerful insights into how communicators can adapt to today’s complex information landscape.
The term attention economy describes a reality where information is abundant, but people’s attention is limited and valuable. Every message competes for time, focus, and emotional engagement. In this environment, success depends not only on reaching audiences but on holding their attention long enough for a message to matter.
Henriette reminded us that in today’s fragmented, intrusive and often polarized media landscape, not all reach is equal.
“You need to not only make sure you reach your audience, but make sure you get their active, attentive attention,” she said. “That’s where impact is created. The longer time your audience spend looking at your message, the larger the impact. The more active attention, the more cognitive decoding and motivation you achieve in the receiver of your message. This is more important to understand when creating impactful communication strategies than ever before.”
Henriette also highlighted that people’s attention spans are short and decreasing in digital environments. Some studies suggest we have only a few seconds to make an impression, especially on mobile devices. This means communicators must be clear, concise, and relevant from the first moment.
Her presentation illustrated how Europe’s media landscape differs from region to region, and why these differences matter for public health communication. In Northern Europe, strong editorial standards and trust in public institutions mean traditional media remain highly credible. In Western Europe, tabloid journalism is more prevalent and trust in traditional outlets is lower. In Southern Europe, there is a sharp divide between generations: younger audiences turn to social media for news, while older audiences rely on television and print. In Eastern Europe, the picture is more fragmented, with varying levels of trust in both media and public institutions.
These differences make one thing clear: communication cannot be one-size-fits-all. To be effective, messages must be targeted, contextual, and delivered where audiences are most likely to engage. Understanding where different audiences get their information, what they trust, and how they interact with it is essential for creating real impact.
At the heart of all this lies one key truth: trust is the greatest asset of public health institutions. In an online world where misinformation spreads quickly and unverified advice often dominates, protecting and strengthening trust through credible, relevant, and evidence-based communication has never been more important.
For public health communicators, this means investing not only in compelling messages but also in understanding audiences, choosing credible platforms, and fostering two-way dialogue that reinforces trust over time. When attention is scarce, trust is what ensures that good messages are not only seen but believed — and that they inspire lasting change.