When the COVID-19 pandemic hit Nepal, like much of the world, we were not just facing a health emergency—we were navigating a crisis of uncertainty, fear, and misinformation. In those early weeks, people didn’t just need doctors or masks. They needed clarity. They needed trustworthy information. They needed reassurance. And most of all, they needed effective communication that could save lives.
As someone working at the intersection of media, health, and development, I was deeply involved in crafting and executing one of Nepal’s most far-reaching communication campaigns for COVID-19 control. What we learned during this unprecedented time is worth documenting—not just for crisis response, but for the future of communication in any high-stakes scenario.
Crisis Communication Is Not Normal Communication
In times of calm, communication informs.
In times of crisis, communication leads.
One of the first realizations we had was that conventional public messaging simply wouldn’t cut it. We were not operating in a normal environment. There was fear, uncertainty, and rapidly changing information. The way we communicate in such times must reflect that urgency and sensitivity.
People were not just looking for data—they were looking for direction. They needed messages that were:
Clear
Actionable
Consistent
Reassuring
We needed to guide public behavior, not just describe the situation.
Lesson 1: Timeliness Beats Perfection
The situation was changing by the hour. Waiting for perfect information or polished messages could cost lives. We learned that getting timely, accurate messages out quickly was more important than perfecting every word or graphic.
Speed was essential—but not at the cost of accuracy. We worked closely with health experts, government officials, and media professionals to ensure a balance between urgency and factual integrity.
Lesson 2: Local Voices, National Reach
One major strength of our campaign was its localization strategy. While global and national messages were helpful, they often felt distant or disconnected from people’s realities in rural Nepal.
We mobilized community radio, local influencers, municipal leaders, and health workers to translate national messages into local dialects and culturally relevant formats. We created PSAs, jingles, and even street dramas in some areas.
This localization built trust—and trust is currency in any crisis.
Lesson 3: Media Is a Public Health Tool
Too often, media is seen only as a platform for awareness. But during COVID-19, it became one of our most powerful health tools.
We collaborated with major TV and radio stations, journalists, and digital creators to ensure widespread, repeated messaging across all channels. We launched:
A national media mobilization campaign
Interactive radio call-in shows with doctors
Social media explainers debunking myths
Survivor stories to encourage hope and behavioral change
The result? Information reached millions—even in remote areas—and misinformation was actively challenged.
Lesson 4: Empathy Over Authority
In times of panic, tone matters as much as content.
Authoritative, alarmist messaging can alienate the very people you’re trying to protect. So instead, we chose empathy. We focused on:
Using inclusive language like “We” instead of “You”
Highlighting community stories of cooperation
Encouraging positive behavior with appreciation rather than blame
People were scared. They didn’t need to be scolded. They needed to feel seen, heard, and supported.
Lesson 5: Collaboration Wins
No single organization could handle COVID-19 communication alone. We brought together NGOs, INGOs, health professionals, media houses, and local governments into a coordinated communication front.
This multi-sectoral approach ensured:
Unified messaging
Avoidance of duplication
Shared resources and expertise
A stronger, louder, and more credible voice
The Impact
Our COVID-19 communication efforts contributed to:
Increased vaccine awareness and uptake
Better understanding of safety protocols
Reduced panic in vulnerable communities
Amplified trust in public health systems
While we cannot claim to have solved everything, we certainly helped save lives through information—and that’s the power of strategic communication in a crisis.
Final Thoughts: Beyond COVID-19
The pandemic may have receded, but the lessons remain timeless.
Whether it’s climate disasters, health emergencies, or social conflicts, crisis communication must be treated as a core skill for every leader, policymaker, and development professional. It is no longer a soft skill—it is a survival skill.
As we move forward, let’s build systems and strategies that allow us to act quickly, communicate clearly, and lead compassionately—especially when it matters most.