INTRODUCTION:
effective public health communication is a cornerstone of disease prevention and health promotion. its goal is to inform and drive positive behavioral change through clear, credible, and timely messaging. however, the digital age has exacerbated the challenge of health disinformation false information spread deliberately to deceive. this "infodemic" undermines trust, promotes harmful behaviors, and prolongs health crises, making strategic communication not just beneficial but essential for protecting public health.

METHODS:
this review analyzes frameworks for effective public health communication and strategies to combat disinformation. principles such as audience-centric messaging and the use of trusted messengers were examined. counter-disinformation strategies were evaluated, including prebunking (inoculation theory), which preemptively exposes and refutes expected false claims, and debunking techniques like the "truth sandwich" method (state truth, identify fallacy, reinforce truth). collaboration with technology platforms and public digital literacy campaigns were also assessed as critical components.

RESULTS:
evidence confirms that communication campaigns rooted in established principles significantly improve the adoption of health-protective behaviors. for countering disinformation, prebunking has proven more effective at building resilience than reactive debunking. the credibility of the messenger is paramount; local community health workers and leaders are often more influential than national authorities. integrated approaches that combine clear official messaging, platform policy enforcement, and literacy education demonstrate the highest success in mitigating the real-world harm caused by disinformation, such as vaccine hesitancy and use of unsafe treatments.

CONCLUSIONS:
the fight for public health is now fought in the information space as much as in clinics and communities. proactive, evidence-based communication that builds public trust and preemptively inoculates against falsehoods is critical. future efforts must prioritize localizing messages, empowering communities with media literacy, and fostering multi-sectoral partnerships to ensure that accurate health information prevails, thereby safeguarding both individual and collective well-being. Keywords: public health communication, health disinformation, prebunking, trusted messengers