In the shadow of the global COVID-19 pandemic, the role of community health ambassadors has surged to prominence, revealing new dimensions of public health strategy and social integration. A recent qualitative study conducted in Norway, published in the International Journal for Equity in Health, delves deeply into the nuanced experiences of migrants who served as health ambassadors during the crisis. This pioneering research offers unprecedented insight into how marginalized populations engage with health information dissemination and crisis response, reshaping our understanding of health communication, social equity, and pandemic resilience.
Norway, a country characterized by its robust welfare system and a growing migrant population, faced unique challenges when COVID-19 emerged. The pandemic exposed vulnerabilities not only within the healthcare infrastructure but also among cultural and linguistic minorities whose access to accurate health information was often impeded. Against this backdrop, migrants stepped forward as crucial intermediaries, leveraging their multicultural competencies to bridge gaps between health authorities and their communities. The study reveals the underlying dynamics that informed these interactions and the implications for both public health policy and migrant integration.
Central to the study’s methodology was a qualitative approach, involving in-depth interviews with migrant health ambassadors across several Norwegian municipalities. This approach allowed researchers to capture rich, narrative data illustrating the lived experiences of these individuals. Unlike quantitative surveys, qualitative data provides texture and context, unearthing motivations, emotions, and the socio-political factors influencing migrant involvement. The findings elucidate the ambassadors’ dual identity challenges—navigating complexities of cultural allegiance and public health duty under unprecedented pressure.
One of the most striking findings is the multidimensional role of migrant health ambassadors. They were not mere conveyors of information; instead, they became trusted de facto counselors, advocates, and cultural interpreters. Their work extended beyond health messaging to emotional support and conflict mediation within diverse communities. This dual role amplified the effectiveness of public health campaigns, especially where mainstream communications failed to resonate or reach due to language barriers or distrust of official sources.
The research highlights a critical technical aspect: the modes of communication employed by migrant health ambassadors adapted dynamically to community needs. Digital platforms, social media, and informal gatherings were tactically used to disseminate timely and accurate COVID-19 information. These channels allowed ambassadors to counter misinformation rapidly and foster community compliance with public health guidelines. The study underscores the importance of culturally tailored communication strategies in increasing vaccine uptake and adherence to preventive measures, which were paramount to controlling viral transmission.
From a health administration perspective, the study sheds light on structural support—or the lack thereof—provided to migrant health ambassadors. While their contributions were invaluable, many operated with minimal formal training or integration into official health frameworks. This gap reveals a critical area for policy intervention. Enhanced training programs, compensation models, and institutional recognition are recommended to professionalize this cadre and leverage their potential in future health emergencies more effectively.
The study further illuminates the psychological toll experienced by these ambassadors. Acting as a bridge between often skeptical or fearful communities and health authorities placed tremendous emotional burdens on them. Instances of stigma, burnout, and isolation were reported, emphasizing the need for psychosocial support mechanisms tailored to community health workers. These findings accentuate the human dimension of frontline health roles that are frequently overlooked in technical public health discourses.
Migrants’ unique positionality also emerged as a focal point in the discourse. Their insider-outsider status endowed them with the ability to negotiate cultural nuances, yet simultaneously exposed them to vulnerabilities from both their communities and institutional actors. The study argues that acknowledging and respecting this liminal space is crucial for developing sustainable community health programs that empower rather than exploit migrant health ambassadors.
Intercultural competence surfaced as a key factor influencing the quality and reach of health messaging. Ambassadors who possessed deep understanding of cultural practices and language subtleties achieved higher engagement levels. This insight aligns with broader scholarly consensus supporting the integration of cultural brokers within public health frameworks to address health inequities exacerbated by crises like COVID-19.
Technologically, the study explores how mobile health (mHealth) solutions and social networking technologies were harnessed in this context. While such technologies provided scalability and immediacy, the digital divide posed challenges. Migrant populations exhibited heterogeneous access to technology, necessitating a blended approach combining high-tech and low-tech communication strategies. The study’s findings encourage health systems to adopt flexible technological solutions that accommodate diverse community profiles.
The evolution of the migrants’ roles over pandemic phases is another salient point. Initially focused on basic outreach and education, health ambassadors’ responsibilities expanded to facilitate vaccination campaigns and assist with contact tracing efforts. This adaptability reflects both the fluid nature of pandemic response and the versatility demanded of community health actors. Recognizing this adaptive capacity offers lessons for future emergency preparedness strategies.
Policy implications derived from the research are multifaceted. Emphasizing the inclusion of migrant voices in health planning can enhance trust and compliance, pivotal factors for successful health interventions. The study advocates for institutional frameworks that valorize and integrate migrant health ambassadors, ensuring these roles are recognized as essential health system components rather than peripheral volunteerism.
The findings also contribute to global discourses on health equity, particularly in how marginalized populations can be transformed from passive recipients of aid to active agents of change. By foregrounding migrants’ agency and expertise, the research challenges deficit-based narratives and promotes asset-based community development models—a necessary paradigm shift in health sector governance post-pandemic.
The study’s context also poses reflections on social justice. It highlights how systemic inequities, such as limited access to health resources, cultural alienation, and xenophobia, impacted migrants’ pandemic experiences. The health ambassadors’ intermediary position often confronted these structural issues firsthand, making them crucial informants for addressing societal exclusion and health disparities.
In conclusion, this in-depth qualitative research enriches our understanding of migrant-led health promotion during the COVID-19 pandemic in Norway, offering transferable lessons for global health systems. It underscores the indispensability of culturally competent, community-embedded health actors in crisis response and elucidates the complex socio-technical landscapes they navigate. As the world anticipates future pandemics and health emergencies, integrating migrant health ambassadors into coherent public health strategies emerges as a vital pathway to resilience, equity, and social cohesion.
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Subject of Research:
Migrants’ experiences and roles as health ambassadors during the COVID-19 pandemic in Norway, focusing on qualitative insights into community health communication and integration.
Article Title:
Migrants’ experiences as health ambassadors during the COVID-19 pandemic in Norway-a qualitative study.
Article References:
Svendsen, MJ., Sam, D.L., Kaarboe, O. et al. Migrants’ experiences as health ambassadors during the COVID-19 pandemic in Norway-a qualitative study.
Int J Equity Health 24, 118 (2025). https://doi.org/10.1186/s12939-025-02480-9
Image Credits: AI Generated
