In an emergency, humanitarian organisations share information to prevent redundant data collection and avoid gaps and overlap in the relief activities that they undertake. An analysis of hygiene kit distribution in the Bangladesh-Myanmar displacement crisis and consultation of both literature and humanitarian professionals led to the construction of a model on information diffusion in complex emergencies. This model proved to be able to evaluate strategies that have a level of complexity that could not be apprehended by existing models. Experimentation with this model leads to the conclusion that a locally sourced team, with an outward focused organisation that produces near real-time information products, is most effective in diffusing information.