Crisis and Culture: How to Adapt Communication to Local Cultural Realities in Times of Crisis?

This study examines Morocco's communication campaigns during the COVID-19 pandemic, highlighting their strengths and limitations. The findings reveal a centralized and uniform approach, primarily using Classical Arabic and French, which limited accessibility for rural, Amazigh-speaking, or less-educated populations. The lack of local cultural and religious references, along with insufficient engaging visuals, reduced the impact of the messages. Socioeconomic realities, such as limited access to water or overcrowded housing, were rarely addressed. To enhance effectiveness, the study recommends adopting an inclusive communication strategy by incorporating local languages (Darija, Amazigh), culturally relevant references, tailored visuals, and audience segmentation. These adjustments would improve message credibility and public adherence to health guidelines.