The Ministry of Health, Family and Welfare, in collaboration with key developmental partners marked a milestone in strengthening the national health system with the rollout of the Primary Health Care (PHC) programme across two additional atolls. The launch, held in Kaafu Atoll Thulusdhoo with participation from Vaavu Atoll, also featured the introduction of the PHC communications campaign supported by WHO. The campaign was officially inaugurated during a ceremony by the Honorable Minister of Health and Family Welfare, Ms Geela Ali, and WHO Representative, Ms Payden.
This expansion reflects the Government’s continued commitment to ensuring equitable access to quality health services for all, particularly in a geographically dispersed small island setting such as the Maldives. Primary Health Care remains a cornerstone of achieving Universal Health Coverage (UHC), providing an effective and sustainable approach to improving population health outcomes.
Over the years, WHO Maldives has supported the advancement of PHC in alignment with Strategic Priority 2 of the WHO Country Cooperation Strategy (CCS) 2024–2029, which focuses on investing in quality-assured primary health care. This collaboration has emphasized strengthening service delivery, promoting disease prevention, and enhancing early detection of diseases, particularly noncommunicable diseases (NCDs).
As part of this effort, WHO Maldives supported the Ministry of Health in developing a comprehensive suite of communications materials for the PHC revitalization campaign over the past year. These include branding elements, posters, brochures, infographics, and a range of multimedia outputs such as videos and social media content. All materials were developed based on thorough needs and gaps assessments to ensure relevance to local contexts and realities across communities.
The campaign places strong emphasis on translating technical health guidance into practical, actionable messages for the public. It promotes healthier lifestyle choices, supports understanding of nutrition and risk factors such as hidden sugar and salt intake, and encourages early detection and regular health screening. Importantly, the materials are designed to be user-friendly and culturally relevant, shaped by insights gathered at the community level.
The formal launching and rollout of these materials in Thulusdhoo alongside the PHC programme provides a timely opportunity to operationalize communication tools within real community settings. This approach aims to strengthen grassroots engagement, enhance visibility of PHC services, and improve health-seeking behaviors among communities.
Central to the campaign is the application of behavioral change communication, which focuses not only on raising awareness but also on influencing sustained health behaviors. By addressing key drivers such as trust, social norms, and convenience, the campaign encourages individuals to adopt preventive practices, utilize health services regularly, and maintain continuity of care across the life course.
“This is a significant milestone that reflects our shared commitment to provide quality health services closer to where people live – which will eventually lead to increased trust in PHC, improve health seeking behavior which would lead to enhanced quality of life.” said Ms Payden, WHO Representative.
Communities play a vital role in this process, acting as champions of PHC by shaping messages, influencing peers, and reinforcing positive health behaviors through local leadership and social networks. This participatory approach ensures that services are not only available but also trusted, understood, and effectively utilized.
This initiative aligns closely with the theme of World Health Day 2026, “Together for Health: Stand with Science.” It highlights the importance of evidence-based approaches, data-driven decision-making, and strong partnerships in advancing public health. Through collective action and a commitment to science, the Maldives continues to build a more resilient and responsive health system for all.