Humanitarian communication has always been a crucial component of effective humanitarian response.
Throughout history, it has served as a mechanism for bridging information gaps, enabling affected populations to express their experiences, challenges and needs while helping stakeholders plan and deliver appropriate interventions.
The current xenophobic attacks in South Africa have once again shown the importance of clear communication and effective information flow between affected populations and those providing assistance.
Against this backdrop, Prophet Shepherd Bushiri’s decision to engage Malawians living in South Africa through an online dialogue can be viewed as a significant humanitarian communication initiative.
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During times of crisis, communication is not merely about disseminating information but also about creating platforms where affected people can participate, share their concerns and influence responses designed to assist them.
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This is one of the fundamental principles of humanitarian communication.
Through his engagement with Malawians in South Africa, Bushiri provided an opportunity for affected individuals to voice their experiences, fears and immediate needs.
Such interactions help stakeholders better understand realities on the ground and mobilise relevant support mechanisms.
Participatory communication is important because it ensures that humanitarian responses are informed by the actual needs of affected communities rather than assumptions.
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Lessons from the Covid-19 pandemic showed the consequences of failing to adequately consult affected populations.
In some instances, relief assistance did not align with people’s priorities and cultural realities, resulting in dissatisfaction and reduced effectiveness of aid interventions.
In 2019, a notable example was the distribution of potato chips and other food items that did not reflect the dietary needs and preferences of many Malawian households.
While the assistance was well intentioned, many beneficiaries felt their most pressing need was nsima, the country’s staple food.
The situation pointed to a communication gap between aid providers and affected communities, resulting in support that did not fully address local realities.
Such experiences show the importance of engaging communities in decision-making processes so that humanitarian interventions are responsive, culturally appropriate and effective.
When communities are consulted, humanitarian actors are better positioned to provide assistance that aligns with local needs and circumstances.
How information is communicated and received during a crisis is therefore critical.
Effective humanitarian communication requires appropriate techniques and framework s that allow two-way information sharing.
Evaluations of recent humanitarian emergencies show that one of the greatest unmet needs among crisis-affected populations is the lack of sufficient information and meaningful communication.
During emergencies, fear, panic, uncertainty and misinformation often grow where reliable information is scarce.
A major challenge in many humanitarian settings is the imbalance in information flow, where communication predominantly moves from the top down with limited opportunities for affected communities to provide feedback.
As a result, the voices of vulnerable populations are often overlooked.
Bushiri’s engagement with Malawians in South Africa presents an alternative approach by creating a platform where affected individuals can directly communicate their concerns and receive responses.
The significance of information during crises was captured by Markku Niskala, former Secretary General of the International Federation of Red Cross and Red Crescent Societies, who stated that: “People need information as much as water, food, medicine or shelter. Information can save lives, livelihoods and resources. Information bestows power.”
Information from affected populations plays a vital role in humanitarian response. It creates opportunities for feedback, allowing individuals to express their needs, grievances and priorities.
Such information enables governments, humanitarian organisations and private stakeholders to improve response and recovery efforts.
Understanding how affected communities access information also helps stakeholders design more effective communication strategies.
At the same time, information directed to affected populations must be timely, accurate and actionable.
It should guide victims on where and how to access humanitarian assistance, explain the nature of available support and provide alternatives when assistance is unavailable.
During his online dialogue, Bushiri reportedly shared information regarding available support services and avenues through which affected Malawians could seek assistance, including access to medical support from emergency response teams.
While humanitarian assistance often focuses on physical needs such as food, shelter and healthcare, communication remains equally important.
Affected populations need reliable information to make informed decisions, reduce uncertainty and restore a sense of control over their lives.
As xenophobic violence continues to affect many foreign nationals in South Africa, initiatives that promote dialogue, listening and information sharing should be encouraged.
In this regard, Bushiri’s engagement with Malawians in South Africa serves as an example of how humanitarian communication can complement broader humanitarian efforts by ensuring that affected populations are not only recipients of assistance but active participants in shaping responses to their challenges.
