OPINION: Why strengthening media coverage matters for women, children and adolescents’ health

Media coverage has the power to change how societies think, behave, and act on health. It shapes public understanding, drives social norms, and often determines what policymakers see as urgent. Yet despite this influence, the stories of women, children, and adolescents remain under-reported, under-funded, and undervalued.

At PMNCH, we see this gap every day - between what’s happening on the ground and what makes the headlines. Closing that gap is not just a matter of fairness; it is central to achieving global health equity.

Strong media coverage doesn’t just inform - it mobilizes. Research shows that sustained attention to public-health issues can increase funding, shift political priorities, and even alter social behaviour. During the COVID-19 pandemic, consistent reporting on vaccine access and misinformation directly influenced uptake rates.

When the media frames maternal deaths or adolescent pregnancies as preventable rather than inevitable, it changes both public sentiment and policy response. Visibility drives accountability - and accountability saves lives.

Health is still under-reported - and too often treated as “normal”

Despite its potential, health coverage - especially on women’s, children’s, and adolescents’ issues -occupies only a small fraction of the news agenda. One global analysis of Reuters stories found that less than 1 percent mentioned diseases or medical conditions. In local U.S. papers, stories on health behaviours made up just 1.7 percent of coverage.

Structural barriers compound the problem: shrinking newsroom budgets, limited specialization, and a lingering belief that audiences aren’t interested. Many health reporters juggle multiple beats with little time or training to go deep.

Even more concerning is the quiet normalisation of suffering. In many societies, maternal and child mortality are treated as part of life rather than a national emergency. Death in childbirth, under-five mortality, and adolescent pregnancy are too often seen as inevitable. This acceptance dulls outrage and weakens political will. Media has both the power - and the duty - to reframe that narrative.

Independence and the myth that “health doesn’t sell”

A persistent misconception is that health coverage doesn’t attract readers. The Daily Nation in Kenya disproved this when it launched a 16-page weekly pull-out, Healthy Nation. The section became one of the paper’s most-read features, proving that when stories are told with empathy, relevance, and evidence, audiences engage.

Still, too many health desks lack autonomy or visibility. In some contexts, editorial independence is constrained by political or commercial pressures. True progress requires investment in independent, well-resourced journalism where reporters can pursue complex stories without fear or interference. When journalists have the freedom, skills, and backing to investigate, they become catalysts for better governance and stronger health systems.

For health journalism to inform, it must be grounded in credible evidence. Yet too often, health data are buried in technical reports or released without context. Without timely, transparent, and disaggregated data, journalists cannot verify claims or track progress.

Governments and global institutions should treat open health data as a public good. Accessible data - broken down by gender, age, and geography - allows reporters to reveal inequities and highlight impact. Transparency not only builds trust; it turns isolated anecdotes into evidence-based patterns and exposes where promises fall short.

Human stories and ethical, community-rooted reporting

Data alone does not move hearts. Health journalism must balance facts with humanity. Reporters need the tools and support to tell stories with empathy and accuracy - and that begins with trust.

Building long-term relationships with communities enables journalists to portray health challenges authentically. Ethical reporting - grounded in consent, dignity, and respect - ensures people are partners, not props. This approach transforms coverage from extraction into empowerment and builds a stronger bridge between communities and policymakers.

Gender equality in media: who gets to tell the story

Another obstacle is gender imbalance inside the media itself. Globally, men still dominate editorial leadership, and male voices outnumber women’s three to one in news coverage. When half the population is under-represented in both content and leadership, stories about women’s and children’s health inevitably receive less attention and depth.

Gender equality in media is not just a fairness issue - it is a matter of accuracy and relevance. Research shows female journalists and experts are more likely to prioritise education, equity, and health literacy. When women lead, coverage broadens to include the lived realities of care, access, and dignity. Ensuring gender parity in editorial decision-making is essential for truly inclusive health communication.

High-quality health journalism cannot thrive on one-off projects. Sustained collaboration between journalists, civil society, and global-health organisations builds the capacity and trust needed for consistent, evidence-driven reporting.

At PMNCH, linking technical experts with media practitioners has improved both accuracy and empathy in coverage. Long-term partnerships give journalists access to credible data and context - and give health partners a clearer understanding of how stories shape public action.

The stories we tell - and the ones we ignore shape the world we live in. Strengthening media coverage isn’t about publicity; it’s about power. It determines whose lives are valued, whose challenges are prioritised, and whose solutions are scaled.

When journalists are equipped with evidence, ethics, independence, and equality, they don’t just report on health — they help create it. Because when the media shines a light on inequity, it doesn’t just tell a story. It helps write the next chapter of justice.