The current landscape of disinformation and declining trust highlights that achieving public health goals depends on both the design of effective interventions and the ways in which decisions are made and communicated to communities. Trust is increasingly recognized as a key determinant of health in a context where political polarization and conflict undermine public health responses.

Public health must ensure effective communication of risk and uncertainty, alongside a high level of transparency in decision-making and priority-setting processes. At the same time, trust is not restored through scientific evidence alone; it is built through sustained engagement and long-term relationships grounded in mutual respect, inclusiveness, and social participation.

The discussion will examine the readiness of the Serbian public health community to respond to complex challenges in this environment, including its capacity to work across sectors, engage diverse stakeholders, and act beyond entrenched boundaries and societal divides.