Zambia’s traditional leaders are a trusted and respected voice among their subjects. Prudential Life Assurance Zambia funded a project to develop and disseminate communication materials about COVID-19 to traditional leaders in Zambia, recognizing and leveraging their influence.
JSH, in partnership with the USAID DISCOVER-Health project, MOH, and the Ministry of Chiefs and Traditional Affairs (MOCTA), supported Prudential in the dissemination of correct information about Covid-19 to rural communities through the vast network of traditional leaders and chiefs in Zambia.
The project included printing COVID-19 educational materials in all seven major local languages for distribution through traditional leaders. The materials help reinforce COVID-19 messaging and including the adoption of preventive behaviours and timely access to care. The aim was to reach around 5 million Zambians in more than 100 chiefdoms.
The objectives of these communication materials included:
Communicating accurate, timely COVID-19 information to address public health concerns and provide guidance to people on how to respond appropriately to safeguard their health and the health of others.
Ensuring that the public is fully informed about COVID-19 and maintaining MOH credibility and public trust by providing accurate, science-based information.
Proactively and rapidly dispelling rumors, misinformation, and misperceptions
JSH planned to reach the most high-risk chiefdoms in the country as defined by MOCTA. The project was able to reach 199 chiefdoms around the country exceeding the 144 out of 288 chiefdom target stipulated in the contract