Pro-vaccine communications
Growing evidence suggests that well-intentioned vaccine promotion content is often ineffective and can actually decrease intentions to vaccinate, particularly in people who are already hesitant.
💡 Vaccine communications should, wherever possible, be designed based on behavioral and social evidence and tested for safety and efficacy prior to wide dissemination.
🤔 How to develop effective vaccine social behavior-change campaigns?
- Understand context: Explore the context-specific underlying causes of under-vaccination and levels of vaccine hesitancy. Draw on multiple data sources to generate insights on where and how to focus vaccine communications.
- Design content that responds to these insights: Design content that responds to these insights (working closely with community partners when possible)
- Test content for safety and efficacy: Pro-vaccine content should be tested in the communities for which it is intended, to ensure that the message is well understood and does not produce unintended negative behavioural outcomes (like vaccine hesitancy) before wider implementation.