When Health Messages Miss the Mark: Rethinking NCD Communication Through Community and Culture

This article presents insights from a critical evaluation of health communication theories used globally for the prevention of non-communicable diseases (NCDs), combined with a strategic assessment grounded in the Health Belief Model, Lasswell’s communication model, and the social marketing mix. The study integrates both theoretical and empirical approaches, including primary data collected through focus group discussions (FGDs) with diverse socio-demographic groups in the Gampaha district. Key informant interviews were also conducted with health service providers from the Ministry of Health, focusing on selected Facebook content from three official Ministry of Health Sri Lanka pages. Furthermore, the article explores how health messages are perceived and understood by the Sri Lankan public, highlighting the gap between the intended impact of health communication efforts and their actual effectiveness. Despite significant efforts by health professionals to promote healthier lifestyles, the findings reveal a persistent disconnect between well-meaning communication strategies and their real-world influence.