Media has the power to shape how societies think, behave, and respond to health issues. It influences public understanding, drives social norms, and determines what policymakers see as urgent.
Yet, despite this enormous potential, the stories of women, children, and adolescents remain under-reported, under-funded, and under-valued.
At the Partnership for Maternal, Newborn and Child Health (PMNCH), we witness this gap every day — between what happens in communities and what makes the headlines. Closing that gap isn’t just about fairness; it’s a matter of health equity and social justice.
Strong and consistent health reporting doesn’t just inform — it mobilizes.
Research shows that when the media sustains attention on public health issues, funding increases, political priorities shift, and social behavior changes.
During the COVID-19 pandemic, for instance, regular media reporting on vaccine access and misinformation influenced vaccine uptake globally. When journalists frame maternal deaths or teenage pregnancies as preventable tragedies rather than unavoidable realities, public sentiment changes — and with it, political will.
Despite its potential, health coverage occupies only a tiny portion of the news agenda. One global study found that less than 1 percent of Reuters stories mentioned diseases or medical conditions. In U.S. local newspapers, health behavior stories made up barely 1.7 percent of all coverage.
This under-representation is worsened by shrinking newsroom budgets, limited specialization, and the false belief that audiences don’t care about health stories. Many journalists juggle multiple beats, often without adequate time, resources, or training.
Even more troubling is the quiet normalization of suffering — especially in developing countries. Too often, maternal deaths, under-five mortality, or adolescent pregnancies are treated as part of life rather than national emergencies.
A long-standing myth is that health stories don’t attract readers. But the Daily Nation in Kenya proved otherwise when it launched Healthy Nation, a 16-page weekly pullout dedicated to health. It quickly became one of the paper’s most-read sections — proving that when stories are told with empathy, evidence, and relevance, people engage.
However, health journalism still struggles for independence and recognition. In some countries, editorial control is influenced by politics or commercial interests. Real progress requires investment in independent, well-resourced journalism where reporters can investigate freely and tell complex stories without interference.
When journalists have the skills, freedom, and institutional backing to pursue health stories, they become powerful agents of transparency and progress.
Accurate reporting depends on access to credible data. Unfortunately, too much health information remains buried in technical documents or released without context. Without open, timely, and disaggregated data, journalists can’t verify claims or track government performance.
Governments and global institutions should treat health data as a public good. Transparent data — broken down by gender, age, and location — helps journalists uncover inequalities and measure real impact.
Transparency not only builds public trust — it turns isolated incidents into evidence-based stories that inspire change.
Data can inform, but human stories move hearts. Good health journalism must blend evidence with empathy. Building trust with communities allows reporters to tell stories rooted in dignity and truth.
Ethical reporting means treating people as partners, not props. When communities feel heard and respected, journalism becomes an act of empowerment — a bridge between people’s lived experiences and policymakers’ decisions.
Another challenge is gender imbalance in the newsroom. Globally, men dominate editorial leadership, and male voices still outnumber women’s three to one in news coverage. This imbalance affects which stories are told — and how they’re told.
Gender equality in media isn’t just about fairness; it’s about accuracy and representation. Studies show that female journalists are more likely to highlight issues of education, equity, and health literacy.
When women lead, coverage expands to include the full human experience — care, access, and dignity.
Achieving gender balance in media leadership is essential for inclusive, people-centered health communication.
High-quality health journalism can’t survive on short-term projects. It needs sustained collaboration between journalists, health institutions, and civil society.
At PMNCH, our partnerships with media professionals have shown how technical expertise and storytelling can work hand-in-hand. Journalists gain access to credible data and training, while health partners learn how storytelling drives awareness and accountability.
This symbiotic relationship transforms coverage — from one-off stories to ongoing national conversations.
The stories we tell — and the ones we ignore — shape the world we live in.
Strengthening media coverage isn’t about publicity; it’s about power. It determines whose lives are valued, whose suffering is seen, and whose solutions are supported.
When journalists are equipped with evidence, ethics, independence, and equality, they do more than report on health — they help create it.
Because when the media shines a light on inequity, it doesn’t just tell a story — it helps write the next chapter of justice.
