Influence of the Covid-19 Risk Communication and Community Engagement Strategy on Non-State Actors’ Communication Activities: A Case Study of Shining Hope for Communities (SHOFCO)

Abstract

Risk Communication and Community Engagement (RCCE) strategy is vital in countering perceptions, misinformation, and disinformation about health threats by ensuring consistent community engagement. This study explored the impact of RCCE during the COVID-19 pandemic on the communication practices of non-state actors, with a focus on Shining Hope for Communities (SHOFCO). The primary aim was to investigate how RCCE influenced SHOFCO's communication efforts during the pandemic. Specific objectives included investigating the organization’s communication strategies before and during the COVID-19 pandemic, addressing misinformation and infodemics, facilitating two-way communication and feedback, and distributing official guidelines to the communities they served. The study utilized the Diffusion of Innovation Theory and Charles Osgood's Communication Model. Mixed-method research was employed through a case study approach with a sample of 63 participants, of which 48 took part. Data were collected through questionnaires and interviews. The findings revealed that the COVID-19 RCCE strategy impacted/affected SHOFCO’s communication, causing delays in both internal and external processes. It became clear that RCCE directives influenced how SHOFCO engaged with communities, particularly in the Mathare and Kibera clinics. Some Ministry of Health recommendations, such as social distancing, were difficult to implement in slum environments. However, the pandemic also led to enhanced collaboration between SHOFCO and county governments, allowing for the co-creation of official messages. This strengthened two-way communication and fostered trust over time. The study suggests sharing SHOFCO's findings with the Ministry of Health to guide future RCCE adjustments, ensuring that community needs and backgrounds are integrated into health emergency communication strategies.