What does it take to turn proven public health interventions into policies that improve people's health? This question shaped two days of discussions and practical learning at UN City in Copenhagen, where participants examined why effective prevention measures can be difficult to implement and how strategic communication can help.
Held on 6–7 October 2026, Translating Evidence Into Policy & Practice Through Strategic Public Health Communication was jointly organised by JA PreventNCD, JACARDI and the WHO Regional Office for Europe. The hybrid event involved public health experts, communication professionals and representatives of organisations working to prevent noncommunicable diseases (NCDs).
"We already have strong evidence and many effective solutions for preventing NCDs, but implementation often falls behind," said Sólveig Karlsdóttir, Communication and Dissemination Leader for JA PreventNCD. "We wanted to examine why that happens and what we can do, particularly through strategic communication, to help evidence influence decisions and lead to action."
Why proven solutions are not always implemented
The opening day began with perspectives from Kremlin Wickramasinghe of WHO/Europe and Knut-Inge Klepp, Scientific Coordinator of JA PreventNCD. Antonio Parenti from the European Commission's Directorate-General for Health and Food Safety discussed communication and policy impact at EU level, while Christine Mikkelsen from Agder County Municipality in Norway illustrated the potential for local action through the transformation of a schoolyard in Arendal.
One of the day's central discussions asked, "We know what works, but how do we make it matter?" Moderated by Benedetta Armocida of JACARDI and Klepp, the panel featured Wickramasinghe, Hanna Tolonen of the Finnish Institute for Health and Welfare, Betina Bergmann Madsen of the City of Copenhagen, Jacob Schouenborg of the International Sport and Culture Association and Birgit Beger of the European Heart Network.
A key issue was the persistent gap between evidence and implementation. WHO's NCD "Best Buys" identify proven, cost-effective interventions, while the newer "Quick Buys" highlight measures capable of producing measurable public health benefits within five years. Yet adoption remains slow and uneven. The conversation considered obstacles to putting these solutions into practice, including political pressures, competing priorities and resistance from industries whose commercial interests may be affected.
The afternoon turned to the changing communication landscape. Martine Chaussard of Vital Strategies delivered a keynote on rethinking how health is communicated. Catherine Paradis and Angela Ciobanu examined communication challenges connected to alcohol and novel tobacco products, while Anita Thorolvsen Munch, Aleksandra Olsen and Nóra Strommer shared experiences from public health campaigns and communication initiatives across Europe.
Kremlin Wickramasinghe, Hanna Tolonen, Betina Bergmann Madsen and Jacob Schouenborg during the panel discussions on day 1.
Learning from policy and journalism
The second day connected communication with current European health priorities. Claire Hewitt of the European Commission and Hanna Tolonen discussed the EU's Safe Hearts Plan and national implementation, followed by contributions addressing women's cardiovascular health and how evidence can support advocacy.
Another highlight was a session with Louise Sloth, a health journalist at Danish broadcaster DR, on constructive journalism. Her contribution added a media perspective to discussions about communicating health issues in ways that are informative, relevant and accessible.
A subsequent panel discussion between WHO/Europe, JA PreventNCD and JACARDI communication experts explored how public health organisations can work more effectively with journalists.
Group photo from the event.
Putting communication into practice
The final afternoon was devoted to capacity building. Facilitated by the JA PreventNCD and JACARDI communication teams, a workshop guided participants through the steps of approaching policymakers, from defining an objective and identifying decision-makers to shaping clear messages, selecting channels and planning follow-up.
Participants then worked in groups on real policy challenges, applying these ideas and presenting their approaches for feedback and discussion.
"We didn't want the event to end with a discussion of what needs to change," Karlsdóttir said. "The workshop was about giving people a practical approach they can use when engaging policymakers, so that the evidence and recommendations produced through our work have a better chance of being taken up."
The two days reinforced a central message: producing good evidence is essential, but it does not guarantee action. Making that evidence understandable, relevant and useful to decision-makers, while recognising the barriers to implementation, is an important part of improving public health outcomes.
The event also offered an opportunity for professionals across countries and organisations to exchange experiences and strengthen collaboration around that shared challenge.