By Sabiu Abdullahi
The Kano State Centre for Disease Control (KNCDC) has called for stronger collaboration with social media influencers and content creators to improve the dissemination of health information during disease outbreaks and public health emergencies.
This was made known by the Director General of the KNCDC, Professor Muhammad Abbas, during the second day of a three-day workshop on developing an Outbreak Communication Framework and Media Standard Operating Procedure (SOP).
Professor Abbas explained that influencers and digital content creators have the capacity to make health messages spread rapidly across different audiences through social media platforms. He added that this strategy aligns with modern audience segmentation, noting that Generation Z are more exposed to digital media than their parents, and can help convey accurate information to older populations who mainly rely on traditional media such as radio.
“The impact of influencers and content creators on social media should not be underrated. They can help amplify health messages and bridge communication gaps between institutions and communities. However, when choosing the influencers, we should consider those who value our norms, culture and religion and the message too should be culturally sensitive,” he said.
Also speaking, a media expert and editor of The Daily Reality newspaper, Aisar Fagge, backed the idea, emphasizing the need for a multi-dimensional communication strategy in public health campaigns, especially during emergencies.
Fagge pointed out that while the content of a message is vital, the identity of the messenger greatly influences public acceptance. He recalled past experiences where mistrust toward government-led health programs affected public response.
“People sometimes react negatively to health campaigns not because of the message itself, but because of who delivers it. Remember what happens during polio immunization and COVID-19. Therefore, engaging trusted influencers and content creators will make the communication more relatable and credible,” he stated.
The workshop, which gathered communication specialists, journalists, and health officials, was designed to strengthen Kano State’s capacity for effective risk communication and community engagement during health emergencies.