Improving COVID-19 vaccine confidence requires action by diverse stakeholders across the world — from the community level to the global level — to advance vaccine equity and ensure that access to vaccines actually leads to vaccination. We actively prioritize the role of vaccine education in COVID-19 response policy and advocacy.
COVID-19 Vaccine Education Guiding Principles
Our Vaccine Education Guiding Principles outline community engagement recommendations to support practitioners and advocates through vaccination education efforts.
SIMPLIFY THE MESSAGE TO KEEP PEOPLE HEALTHY
COVID-19 vaccine education instills public confidence in vaccine safety and effectiveness by presenting information in a way the community can understand.
HARNESS THE POWER OF STORYTELLING
Individual experiences are a powerful motivator. Empower, support, and amplify a diverse range of voices from the communities you are working with.
CONNECT THE DOTS
Understanding activities and priorities at the local, national, and regional level is key to ensuring that vaccine education efforts are strategic and collaborative.
APPEAL TO THE POSITIVE
Acknowledge fears, but do not reinforce them. Instead, focus on information that empowers the audience to protect themselves, their families, and their communities.
Put communities at the center
Successful campaigns are locally-led, prioritize diverse voices, consider the community’s health and scientific literacy, and go beyond simply pronouncing that vaccines are safe and effective.
DON’T ENGAGE WITH MISINFORMATION
Expose the methods and motives of people spreading misinformation, not their content. Instead, ask people to share and engage with pro-vaccine messages.
MEET YOUR AUDIENCE WHERE THEY ARE
Create space for your audience to ask questions and get accurate, scientifically supported answers.
TEST, TEST, TEST
In this dynamic communications context, be prepared to adjust your approach to incorporate new information.
USE MESSAGING THAT WORKS
Unbranded efforts that speak directly to your audience’s motivations and concerns are more likely to be successful.
DO NO HARM
Advocates must do what they can to mitigate unintended consequences. Communications must not unintentionally create stigma for people who have, or have recovered from, the virus.
Attendees gathered to hear presentations from the Ad Council, Internews, and CONVINCE about the latest research, insights, thought leadership, debates, and gaps in vaccine education.
Policy & Advocacy Guidance
The Network provides perspective, analysis, and recommendations to support development of successful vaccine education programming and advance COVID-19 vaccine delivery.
Why Smooth Vaccine Rollout and Social Proof Are Key to COVID-19 Acceptance and Trust
Although recent surveys show that vaccination intent has been on the rise globally, increasing hopes that the world will be able to turn the tide on the pandemic relatively soon, the dynamic nature of this pandemic shows that vaccination intent and trust correlates to vaccine access, management of vaccine rollout, and social proof.
Vaccine Education Resources from the Network
Our team curates best-in-class vaccine education research, messaging, fact sheets, insights, and creative campaigns.