Introduction: Public health stands at a pivotal moment, shifting from an environment of "not enough of information" to a new era of "too much information" that runs the risk of bombarding audiences. The World Health Organization (WHO) terms this phenomenon Infodemic[1]. As per WHO, an infodemic is too much information including false/misleading information, especially during a disease outbreak. While "Information" was supposed to help break the cycle of an outbreak, an infodemic prolongs/intensifies it because people end up being confused about the appropriate actions to take. Infodemic, while is an outbreak-specific term, misinformation going viral[2] is neither health nor outbreak specific. Are our traditional content and co-creation methodologies prepared to compete with other content including misinformation in the age of information?
We at CCP Pakistan would like to measure what can Social and Behaviour Change professionals around the world do to develop content that is both evidence-based and has the potential to go viral so that it can increase impact. What does it take to make popular (viral) content in the digital age? Are the traditional concepts of storytelling, co-creation, creativity, celebrity-casting, segmentation, and interactivity, enough or does it takes more than that?

[1]https://www.who.int/health-topics/infodemic#tab=tab_1
[2]Viral is a term used to describe an instance in which a piece of content -- YouTube video, blog article, photo, etc. -- achieves noteworthy awareness. Viral distribution relies heavily on word of mouth and the frequent sharing of one piece of content all over the internet.

Traditional EORE (Explosive Ordnance Risk Education) takes place face to face, in classrooms, in village halls, under a tree, and has remained largely unchanged for nearly forty years. However, the in-person approach can often be significantly limited by a range of factors. 
War and conflict mean that conventional EORE sessions cannot take place leaving mine affected communities without vital safety information exactly when they need it most. With conflicts around the world increasingly protracted and located in urban environments, the threat to civilians has never been greater. 
Culture, extreme weather, and financing can create further barriers to accessing communities while measures against COVID-19 had a serious impact on EORE in 2020. 
When you live surrounded by landmines it is never safe. But we know that we can save lives by providing people with information on how to recognize a threat, how to stay safe, and how to report explosive ordnance to the local authorities. 
MAG's engagement with the US State Department and Facebook to develop an innovative Digital EORE Project is spearheading change in an established sector and reached 13.4m people in it's first year across Equatorial Guinea, Iraq, Lebanon, Somalia, and Vietnam. 
This Comms Talk will outline the journey in using digital tools to disrupt established ways of working and democratize access to help save lives in current and post conflict countries.