ID-5184 Wonca Abstracts supplement A-K 13-10-23 - Flipbook - Page 115
WONCA 2023 Supplement 1: WONCA 2023 abstracts (A–K)
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Health messaging: The role of a trusted voice during times
of turmoil
Dr Wendy Burton
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Morningside General Practice Clinic
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This presentation aims to demonstrate that general practitioners (GPs) can be a trusted voice of health
information in a time of turmoil.
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During times of upheaval, people often turn to social and news media, government websites and wordof-mouth for information; advice which is often conflicting and inaccurate.
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Public health messaging is a vital tool in reducing fear, effectively and rapidly combating misinformation
in large diverse populations, and empowering people to make behavioural change.
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More than any other event in recent history, COVID-19 starkly highlighted the importance of proactively
disseminating accurate, credible and accessible public health information early; where possible, in
real time.
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Used to dealing with uncertainty, and partly due to the relational aspect of their work, GPs are well
placed to provide guidance and support, particularly in a crisis. In the community, GPs are trusted
sources of advice.
In early 2020, an existing website created by the author, an Australian GP, was repurposed as a platform
to rapidly cut through confusing and conflicting information about COVID-19. The aim was to provide
accurate, practical public health advice and support.
With collaboration and feedback from colleagues in the GPs Down Under Facebook group, website
and Twitter posts and visuals were created and revised in real time as health information, restrictions
and official national and international advice changed. Website analytics identified topics of interest and
importance, further guiding the development of resources which were also used during clinical consults.
Using this website as an example, the goals of this presentation are to illustrate that GPs can be
powerful, trustworthy voices of health information in times of turmoil and crisis, and to inspire health
practitioners to seek innovative ways of individually and collaboratively being the change they want to
see in the world.
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