Walk through any hospital or clinic in Cambodia and you will see posters warning about dengue, banners encouraging vaccinations and leaflets on proper antibiotic use. The information is everywhere, yet sometimes the outcomes do not fully match the effort. Dengue outbreaks still challenge families, antibiotics are sometimes misused, and mothers occasionally face preventable complications.
The good news is that the Cambodian government, through the Ministry of Health, has made remarkable progress in strengthening health communication and community outreach. Awareness campaigns, vaccination drives and maternal health initiatives are reaching more people than ever before. Building on this strong foundation, we now have an opportunity to ensure that information translates into action.
For decades, health campaigns have relied on a one-way flow of messages — from experts to the public. But awareness alone does not always change behaviour. A patient may know antibiotics should not be used for viral infections, but if her neighbour insists “this pill worked for me”, a poster in the clinic may not sway her. A mother may see a handwashing sign, but if there is no water or soap at home, knowledge does not automatically become action.
So, how can we move from information to real impact?
First, communication must be practical and actionable. Telling people to “use antibiotics responsibly” is abstract. Instead, explain when antibiotics are truly needed, what risks misuse carries and what safe alternatives exist. Campaigns that focus on specific, doable actions — such as “wash hands before feeding your child” — are far more effective than broad slogans.
Second, messages must come from trusted messengers. Research worldwide shows that people are more likely to act when guidance comes from those they know and trust — midwives, community health workers, local leaders, even monks. In Cambodia, relationships matter, especially in rural communities. By continuing to empower and collaborate with these messengers, the health ministry and hospitals can strengthen the impact of health campaigns.
Third, communication must be consistent and repeated. One-off campaigns fade quickly. Sustained engagement, delivered through multiple channels — radio, SMS reminders, village meetings and social media — reinforces behaviour until it becomes habit. During the pandemic, repeated, simple reminders about masks and vaccines helped shape behaviour at scale.
Technology can help. Mobile phones allow SMS reminders about vaccination schedules or maternal health visits. Artificial intelligence (AI) is beginning to allow more personalised communication, tailoring messages to individual needs. Even with technology, the principle remains the same: people act when communication is relevant, personal and doable.
Cambodia has invested significantly in health information, and these efforts deserve recognition. If we want to reduce maternal deaths, control outbreaks and promote healthier lives, we need to build on this strong foundation, ensuring that knowledge is turned into action.
Information saves no one. Action does.
By making health communication practical, trusted, repeated and culturally rooted — and by continuing to support the excellent work of the health ministry — we can turn posters into prevention, leaflets into lives saved and information into real impact.
Dr Suren Kanayan is the administration manager at Central Hospital in Phnom Penh. The views and opinions expressed are his own.
