Mass amounts of misinformation have entered America’s public square, including about public health, which has been particularly susceptible since the emergency phase of the COVID-19 pandemic.

While APHA’s 2024 Annual Meeting and Expo will cover a wide variety of topics, its official theme is “Rebuilding Trust in Public Health and Science.” The Opening General Session Sunday was the first of many scheduled events through Wednesday that will explore ways to combat misinformation, regain trust in public health and improve scientific literacy.

Reed Tuckson was the opening keynote speaker. He is managing director of Tuckson Health Connections, which advances initiatives that support health and well-being, and chair and co-founder of the Coalition for Trust in Health and Science.

“We are learning that this historical moment requires thoughtful courage,” Tuckson told thousands of attendees.

Tuckson explained that mistrust and misinformation are symbiotic. Mistrust of federal institutions and the science they are based on leads to non-factual, unscientific beliefs, including conspiracy theories.

“Manufactured distrust” is also happening. Partisan news agencies, people and politicians spread untruths to serve their agendas, he said.

Progress is being made in creating better ways to communicate, such as by finding common ground with science debunkers and building on that, he said.

Another technique showing success is not framing messages to sound like they are taking away people’s freedom and ability to choose. 

“We must make every health encounter one that builds respect for life, engenders trust and enhances evidence-based decision-making,” Tuckson said. 

Tuckson explained how the Coalition for Trust in Health and Science was formed to help achieve this. Launched in spring 2023, the coalition is a nonpartisan, nonprofit organization focused on empowering people to make informed health decisions based on evidence-based information. Over 90 national health organizations, including APHA, are aligned to promote trust in health and science and challenge false information.

“No single health organization can do this alone,” Tuckson said. “Together we can create a collective effort that has an impact far greater than the sum of our individual contributions.”

The work is done at two levels: first at the individual level by assisting people in using evidence to encourage appropriate health choices and decisions. Second, it is organized at a system level through coalition groups that promote and increase trustworthiness across the health and science ecosystem.

In addition, 20 communication experts are on board to fine-tune approaches related to messaging and communication.

“We will use the best we have, no matter how tough the challenge,” Tuckson said, before concluding with a paraphrase of a famous Baptist song: “We don’t feel in no ways tired.”

Photos: Reed Tuckson and audience members during Opening General Session. Photos courtesy EZ Event Photography.