--- title: Strategic Communication Measures tags: live-v0.1, policy, incentives permalink: https://c19vax.scibeh.org/pages/policysuccess --- {%hackmd 5iAEFZ5HRMGXP0SGHjFm-g %} {%hackmd GHtBRFZdTV-X1g8ex-NMQg %} # Successful strategic communication measures Setting up a successful vaccine communication strategy requires much advanced planning and consideration. In a nutshell, the following steps are recommended for policy makers: * Monitor social media to identify messages and "memes" that gain traction using social listening tools. It is important to look for measures of sharing and engagement, rather than mere volume of messages because it is possible to generate large volumess of misinformation that are rarely seen by others [(Dunn et al., 2020)](https://dx.doi.org/10.2105/ajph.2020.305902) * Conduct regular pulse surveys of the target populations to identify emerging misinformation beliefs. * Identify trusted local members of the community to disseminate key information (e.g. employers, headteachers, religious leaders, student union body) * Highlight positive social norms and challenge media that exaggerate or sensationalise prevalence of vaccine opposition in populations. * Fund both broadcast communications and two-way engagement. * Put communications and behavioural experts at the decision making table and consult with them. Several detailed guides exist to help in these endeavours: <details open><summary>UNICEF Vaccine Messaging Guide</summary> <iframe src="https://mfr.de-1.osf.io/render?url=https://osf.io/qp5sg/?direct%26mode=render%26action=download%26mode=render" width="100%" scrolling="yes" height="300px" marginheight="0" frameborder="0" allowfullscreen webkitallowfullscreen></iframe> </details> <br> <details open><summary>WHO Module on COVID-19 vaccine safety communication</summary> <iframe src="https://mfr.de-1.osf.io/render?url=https://osf.io/g7h2w/?direct%26mode=render%26action=download%26mode=render" width="100%" scrolling="yes" height="300px" marginheight="0" frameborder="0" allowfullscreen webkitallowfullscreen></iframe> </details> --- Convincing the public to get vaccinated is an important measure to end the pandemic. In order to inform people who are skeptical, a balanced approach of comparing the benefits and the risks should be taken ([Rebitschek et al., 2021](https://psyarxiv.com/f4nqt/)). Motivational interviewing has been found to support decision making ([Gagneur, 2020](https://www.canada.ca/content/dam/phac-aspc/documents/services/reports-publications/canada-communicable-disease-report-ccdr/monthly-issue/2020-46/issue-4-april-2-2020/ccdrv46i04a06-eng.pdf)). This approach aims to inform parents or caregivers about vaccinations while considering their level of education and specific needs, with respectful acceptance of their beliefs. A recent study looked at mothers' attitudes towards vaccines and its association with vaccine communications ([Mereu et al., 2020](https://www.mdpi.com/2076-393X/8/4/701)). They concluded that interactive meetings in small groups focused on vaccination during pregnancy or at the birth point may decrease vaccine hesitancy. These different approaches all result in one common outcome: informed people are more likely to get vaccinated. <span style="color:green"> In a study conducted in the United States, researchers suggested several strategies to enhance vaccine awareness, access, and acceptance ([Schoch-Spana et al., 2021](https://www.sciencedirect.com/science/article/pii/S0264410X20313682?via%3Dihub)). First, existing research investments should be reconfigured to include the contributions of social, behavioral, and communication science towards increasing vaccine acceptance. Second, communities should be involved as active partners rather than passive subjects in research. Finally, it is also important to make sure that people know vaccines are not a "quick fix". It takes time to distribute the vaccine to everyone and develop immunity. While the vaccine seems like the most promising solution to end the COVID-19 pandemic, public acceptance is needed to obtain this goal---which means scientists and politicians need to work together to effectively communicate to the public. </span> There is also a lot to learn from vaccination campaigns that aimed to address inequalities in immunisation before COVID-19. A recent systematic review identified scientifically evaluated interventions to reduce inequalities in vaccine uptake in children and adolescents ([Crocker-Buque et al., 2017](https://jech.bmj.com/content/71/1/87.long)). The most promising interventions were locally designed and consisted of multiple components. For example, the community-developed program ‘[Start Right](https://ajph.aphapublications.org/doi/pdfplus/10.2105/AJPH.2007.121046)’ addressed vaccine-uptake among children in Latino, low-income communities. The team designed bilingual and community-appropriate immunisation-promotion materials; trained peer health educators; implemented personalised immunisation outreach and promotion within social service; provided outreach, education, and reminders to parents; and supported provider immunisation delivery. The result: Children in Start Right reported higher (11.1%) immunisation coverage rates than did control children ([Findley et al., 2008](https://ajph.aphapublications.org/doi/pdfplus/10.2105/AJPH.2007.121046)). The effectiveness of multicomponent campaigns reveal: There is no one-size fits all approach in communication about vaccination. In fact, the World Health Organization has repeatedly addressed the necessity to acknowledge and monitor inequity in immunisation ([Boyce et al., 2019](https://www.eurosurveillance.org/content/10.2807/1560-7917.ES.2019.24.2.1800204?crawler=true)) and tailor communication approaches to the needs of diverse communities ([WHO, 2019](https://www.euro.who.int/en/health-topics/disease-prevention/vaccines-and-immunization/publications/2019/tip-tailoring-immunization-programmes-2019)). <br> <details open><summary>WHO Module Tailoring Immunization Programmes</summary> <iframe src="https://apps.who.int/iris/bitstream/handle/10665/329448/9789289054492-eng.pdf" width="100%" scrolling="yes" height="300px" marginheight="0" frameborder="0" allowfullscreen webkitallowfullscreen></iframe> </details> :::success Would you like to find out more about the successful strategic communication measures? 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