Turning Tragedy into Trust: Amref Rises to the Moment with World-Class Crisis Communication

On 7 August 2025, tragedy struck when an Amref Flying Doctors aircraft crashed in Mwihoko, Nairobi, Kenya, claiming the lives of four colleagues and two community members. It was one of the darkest days in Amref’s history, a moment of shock, grief, and uncertainty. Remarkably, this was also the very date in 1957 when Amref began its operations, bringing mission hospitals and mobile health services to remote areas of Kenya.

Yet, in the midst of loss, Amref Flying Doctors faced another daunting challenge: responding to a crisis unfolding under intense public scrutiny. What followed has been recognised across our networks as a model of crisis communication, rooted in empathy, transparency, and resilience.

From the earliest hours after the crash, factual press statements were issued to ensure that families, staff, partners, and the public received accurate updates. Within days, multiple press briefings were convened, led by the Group CEO and the CEO of Amref Flying Doctors. Their visible presence offered credibility and reassurance at a time when trust mattered most. While the AFD CEO served as the official spokesperson and the Group CEO as an alternate, both consistently stood side by side, joined by senior government transport and aviation officials, to demonstrate unity and accountability.

At every step, our communications placed people at the centre. We honoured our fallen colleagues and community members, supported families with counselling and liaison officers, and stood in solidarity with Mwihoko by providing psychosocial care and relief items. Our digital platforms reflected this same human focus: profile blackouts, tribute graphics, and remembrance messages created a unified voice of mourning and respect. Internally, staff were kept informed through regular updates, ensuring alignment and reassurance across the organisation.

During the memorial service, one grieving family member said, “we have lost someone precious, but Amref stood with us every step of the way. Their support reminded us that even in our deepest pain, we were not alone.”

While leading with empathy, we also demonstrated resilience. On 15 August, the successful “Wings of Courage” maiden flight symbolised both tribute and continuity. It reassured the public that Amref Flying Doctors’ lifesaving mission would endure. The Preliminary Investigation Report was shared directly with partners and clients, reinforcing our unwavering commitment to accountability and safety. We keep sharing updates with them to ensure they are fully informed every step of the way. 

What made this response world-class was not only speed and professionalism, but how deeply it reflected Amref’s values of courage, compassion, and integrity. Staff across the globe joined in a seven-day mourning period. Thousands of messages of solidarity poured in from partners and the public, creating a collective chorus of support that carried us through.

This tragedy tested us, but it also revealed the strength of our collective voice. By leading with empathy, truth, and transparency, Amref Flying Doctors showed that even in the darkest moments, our mission to heal, to save, and to serve continues to shine.

Story by Erick Achola, the Global Communications Manager – Amref Health Africa