From loud campaigns to two-way conversations: Re-imagining community engagement in the age of TikTok and village dialogues

Tshepo M Ndlovu | Best Health Solutions

For many years, public health communication has been built on a simple idea: if people hear a message often enough, they will act on it. Posters, billboards, radio jingles, and TV adverts have long been the go-to tools for spreading awareness. But in today’s world, one that is fast, connected, and deeply social, awareness is no longer enough. Communities are no longer just listening; they are talking back. And in that conversation lies the real opportunity for change.

In the age of TikTok, WhatsApp, and village dialogues, people don’t want to be told what to do, they want to be heard, understood, and part of the solution. That’s why we must move from loud campaigns to two-way conversations. The future of effective health communication will be built on co-created, hybrid models that bring together digital storytelling, local champions, and community wisdom.

Across Africa, we see how young people are already shaping narratives on social media, using TikTok to talk about mental health, sexual health and even vaccination fears. Meanwhile, mothers’ circles and village dialogues remain trusted spaces for discussing real-life experiences and fears. Imagine what happens when these two worlds meet, when digital stories spark local conversations and community insights shape the next online campaign. That is the kind of synergy that moves behaviour from awareness to trust, and from trust to action.

This approach is grounded in what social scientists call the Diffusion of Innovation Theory — the idea that new behaviours spread when people see others they trust adopting them. It also draws from Social Norms Theory, which reminds us that people don’t change simply because they are told to; they change when they feel that others like them are changing too. Through combining trusted community voices and relatable online influencers, we create a communication ecosystem that speaks in many languages, digital, cultural and emotional.

To make this happen, we must design communication differently. Instead of starting with a poster or a campaign slogan, we begin with people’s stories. Using Human-Centred Design, health workers and content creators can co-create messages with real community members, testing ideas, formats and languages that actually make sense in their local context. We can then use quick digital experiments, short TikTok clips, WhatsApp voice notes, or short community videos, to see what resonates, refine it and scale it up.

In this new model, Thando ChatBot (+27 70 304 6686) becomes a key community companion. Thando lives where real conversations happen, on WhatsApp and helps turn digital moments into human connections. After an influencer drops a TikTok video, Thando can guide viewers to verified information, answer questions in local languages and link them to services or nearby health workers. Thando also listens, capturing community questions, fears, and rumours and feeds that insight back to communication teams and health departments. It’s more than a chatbot; it’s a listening bridge between the digital and community worlds.

But while the promise of digital engagement is exciting, it also comes with responsibilities. Protecting young people online, gaining community consent for stories, and ensuring influencers represent accurate, respectful information must all be part of the design. Ethical communication means respecting boundaries and dignity both online and offline.

To funders, policymakers, and programme implementers: this is the moment to invest not in more campaigns, but in conversations. Support the development of youth and community creators. Build capacity for local storytelling, digital safety, and behavioural insight. Scale up platforms like Thando ChatBot that blend empathy with technology. Because the loudest message is not always the most effective, the most powerful one is the message that listens back.

Let’s stop shouting from posters. Let’s start listening in circles, stories, and screens — where real change begins.

Leya E. Madimetje Gillian Malatje Mmatlou Ireen Manyuha Puleng Letsie, PhD, MEd, MPhil, PGD Public Health Puleng Chabeli Sisipho Gxuluwa Anette Schwitzke Andrew Churchill, PhD Bulelani Kuwane Beloved Manasidze Nondumiso Nyide Tsietsi Motholo NeSongozwi MuDzanani Ndumiso Tshuma PhD, MBA Charity Bhengu Bhengu Charity Zikhona Mpekula Nomkhosi Mokoena Tsholofelo Modise Buhle Mabaso Foster Mohale Tšenolo Claire Moruthoane Karabo Born karabo Junior sekgale Constance Matlholwa (she/her) Morubula Constance Raphahlelo Pinampi Maano Janine Simon-Meyer Anil Soni Ugochukwu N. Aghogho Erakpotobor Abeer Al-Jdou' Delly Mashele Eric Junior Musa Dr Ebere Okereke Fareed Abdullah Fai Karl Gwei Njuwa Afebuameh Buoro Stephanie Alramadneh Garry Ramaru (MBA) Grace Singh Hala Abu Taleb Helen Kezie-Nwoha Ingrid Silalahi Abiodun Owo MPH, PMP Jennifer Daniels Jacqueline Pienaar Joshua Murphy, MPH 🌈 Julian Kickbusch Kristie Holt, MPH, MCHES, CLE, ICCE Kerry Mangold Brighton Kudakwashe Makoni Samuel I. René Liezel Sparks Luann Hatane Lungelwa Greatness Mlanjeni Lulama Zondo Dr Lucy Connell Omoye Oriaghan Melissa Baker, PhD Megan Briede Mikki Gates, SHRM-SCP, GPHR, CAALF Michelle Kaufmann (Stewart) Morongwa Makgamatho Mohamed Motala Deborah Obasi Brian Mutale Ng'andu (BA, MA, PGD) Musa Christian Ntuli, BHSS, MBA, MPH (Health Economics) Amanda Mzamo Dr Neville Mangwiro Dr Nevilene Slingers Neville Tietz Precious-Promise Ozueh, M.Sc Precious Moyo Patience Matsaira Patience Mungwari Lethabo Rampya Temitope Oladunjoye Dr. Samuel Juma, MPH, PhD Samuel Garcia-Feliz Nurain Ahmed Jack Selowa Ngozichukwu Enekweizu Emily Gwavava Emily Stockil Milly Pekeur-Potgieter OL Jonatan Beun Isaack Otieno Otis Acheampong Wiredu , MA,MBA,BA Psychology Dr Yekemi Otaru, DUniv Esther Tshimanga Esther Chivhanga Dr. Thato Chidarikire Siya Dubazana Sbusiso Nzimande (M. Comm) Nomagugu Simelane nomagugu simelane zulu Sasekani Manzini Sandile S.S Buthelezi Patrick Ngassa Piotie, MD, PhD Christian Pitter Paris Pitsillides Renata Ram Dr Rejoice Shumba Renay Weiner Soham Bhowmick Solly Masenyani Ngoveni Suzanne Wessels Tumelo Assegaai (Mampe) Dr. Zandile Mthembu Zafeer Ravat Zinhle Sokhela Ziyanda Mbomvu-Mossie Khangelani Zuma Mokgaga M Maake Onthatile Mokoena Clinton Moyo Kealeboga Mokomane