Leveraging digital and media literacy for effective health communication in maternal and HIV care during pandemics in Uganda

Abstract Background COVID-19 misinformation disrupted maternal and HIV services, shaping risk perceptions, care-seeking, and treatment adherence. This study explores stakeholders’ perspectives on leveraging digital and media literacy for effective health communication in maternal and HIV care during pandemics in Uganda. Methods This qualitative cross-sectional study was conducted between March and July 2025 and explored retrospective experiences from the 2020–2022 COVID-19 period. A total of 136 individuals participated in the study. We conducted 28 in-depth interviews (IDIs) with women living with HIV. Fourteen focus group discussions (FGDs) (two per site, six participants per group) were conducted with 84 HIV-negative participants from the community. Twenty-four key informant interviews (KIIs) were conducted with health workers, policymakers, Community Advisory Board members and HIV activists. Recall bias was possible because participants reflected on past pandemic experiences; however, probing, contextual prompts, and triangulation enhanced data quality. Data were analysed inductively using Braun and Clarke’s six-phase thematic framework and subsequently mapped onto Kleinman’s explanatory model. Results Six themes were generated: access to maternal and HIV information through digital and media channels; understanding and evaluating health information; digital media as a tool for health communication and service continuity; challenges in accessing, understanding, and using health information; social and contextual influences on information use and recommendations for strengthening digital and media literacy, health communication, and maternal and HIV care during pandemics. Participants recommended strengthening digital and media literacy, improving digital access, providing local-language content, ensuring consistent messaging, and integrating digital, mass media, and community-based communication approaches. Conclusion The study shows that misinformation, social and cultural beliefs, and limited access to digital health information influenced how people understood COVID-19 and used health services. These factors affected trust in health messages and care-seeking, especially for maternal and HIV care. Improving clear communication, access to reliable information, and digital inclusion is important for future public health responses.