The Do's and Dont's of Pro-vaccine Communications

Pro-vaccine communications should be:

✅ Evidenced-based

✅ Context-specific

✅ Culturally appropriate

👍 DO:

• Know your audience(s): Understand their specific vaccine questions and concerns, and where vaccine conversations are taking place, and design communications that respond to these needs, concerns and motivations.

👎 DON’T:

• Broadcast ‘one-size-fits-all’ information: Sharing the same general messages to a diverse public is likely to be ineffective and may backfire. Instead, focus on targeting your communications to the contexts and concerns  of your audience.

An example of good practice:

A collaborative initiative between Facebook and UNICEF Brazil identified  that many social media users were not taking Zika seriously, and UNICEF tailored its messages in response.