Guest Editors’ Introduction

This introduction examines the historical evolution of health messaging in the Philippines, tracing its roots from early twentieth-century colonial public health campaigns to contemporary pandemic responses. It argues that health messaging, initially termed “medical propaganda,” has consistently served as a tool for persuasion and governance, intertwining communication, politics, and medicine. The introduction highlights how visual technologies and simplified narratives have been used to normalize biomedical authority, often obscuring complex realities. It concludes by emphasizing the need for a broader epistemic repertoire to navigate health knowledge in an era of misinformation.