covid 19 vaccination

1. Demand Promotion on
COVID-19 Vaccine Rollout

2. Introducti
on
Goal of
Covid-19
vaccine
communicati
on
Demand
generation
and vaccine
acceptance
strategies
and
approaches
The way for
ward
1
2
3 4
Presentation outline
M

3. Session objectives
At the end of this session participants will be able to
 Understand objectives of social mobilization
 Describe key channels of communication
 Understand key messages to be provided to the community
 Know Social Mobilization Stakeholders

4. By the end of the session, participants
will be able to:
 Describe the importance of
communication for COVID-19 vaccine
Roll out
 Describe the communication process,
demand promotion strategies and
interpersonal communication skills
 Identify target audience for advocacy,
social mobilization, community
engagement and risk communication
during the COVID-19 vaccine Roll out

5. CON..
 Identify key communication and demand
promotion strategies and activities
 Effectively communicate with community
members and stakeholders about the COVID-
19 vaccination
 Help to promote acceptance of COVID-19
vaccines and other routine immunization
among the communities

6. Introduction
 Vaccines are a cornerstone of public health and their use has
significantly contributed to the prevention and control of infectious
diseases like smallpox
 Vaccinating eligible individuals (for COVID-19, along with other vaccine
preventable diseases) is an important measure that will help to reduce
incidence of infectious diseases in the community.
 COVID-19 vaccines are very effective at preventing serious outcomes,
such as severe illness, hospitalizations and death due to COVID-19, as
well as reducing the risk of infection
 Current studies provide evidence of high local community outbreaks of
Covid-19 among those who remain unvaccinated

7. GoalofCOVID-19 vaccine communication
 Empower people to make evidence based
informed decisions on COVID-19 vaccination
 Encourage communities trust in health
authorities and those delivering the vaccine
 Facilitate access to timely, accurate and credible
information about COVID-19 vaccine via trusted
channels
 Provide people with a means of asking questions
and having their concerns addressed

8. Rationale of Communication for COVID-19
vaccination
 To establish public trust, confidence,
acceptance and demand on COVID-
19 vaccine and encourage uptake
of vaccines by eligible populations

9. Objectives of communication in
COVID-19 vaccine roll out
 Ensure that all eligible groups receive the vaccine
with confidence
 All people get correct information and are not
influenced by mis/disinformation, myths or
misconceptions
 Hesitancy of public is addressed on the COVID-19
vaccination process
 Provide correct, consistent and timely information on
the COVID-19 vaccine(s) (availability, safety, and
timelines) and vaccination processes

10. CON..
 Generate awareness and understanding of the
phased approach of prioritizing target groups
 Address low-risk perception of the infection
amongst people and build an enabling
environment to adopt and maintain COVID
appropriate behaviors to reduce any risks of
infection

11. Demand Generation Strategies and
approaches

12. Advocacy Strategy
Advocacy can be done through:
 High-level advocacy meetings at different
levels (ministers, parliamentarian, etc.)
 Engaging influencers and role models
(religious and community leaders, local
celebrity or influencers, Idir, Equb, Mahber
community groups).
 Organize and conduct launching ceremonies
at diff. levels.
 Woreda, zonal or facility and community level
advocacy meetings

13. Social & Community
Mobilization
Conduct mobilization activities by engaging
different stakeholders including:
 Government ministries/organizations
 National and regional media agencies
 International and local NGOs
 Faith-based organizations
 Civil society organizations
 Public & private sectors
 Community-based organizations
 Professional associations, and
 Communities and families

14. Posters
- for Health Workers
(English)
- for Elderly &
Comorbidities (6
languages)
- for IDP/Refugees (5
language)

15. Communication Materials – cont.
Job Aid
- for health
workers
- In English
Banner
- for
advocacy
&
vaccination
posts
- Editable

16. Social Media
 6.70 million social media users in Ethiopia.
• Offers significant potential for communicating about COVID-
19 vaccine safety directly to the public
 Convenient way to communicate regularly and give real-time
updates Importantly, majority of rumors and outrage go viral
within few seconds
 Build social media presence and communication is critical to:
o Raise the public awareness
o Monitor public concerns and gather information to address
communities’ questions, concerns and feedback on COVID-19
related issues

17. Media Engagement
17
 Conduct a one/two-day training on COVID-19 vaccine for
the journalists and reporters who will become the key
advocates for the vaccine and in responding to rumors,
misinformation and fake news
 Prepare talking points on COVID-19 vaccine updates &
conducting regular press briefing
 Prepare a press release
 Share the contact information of the designated
spokespersons at national and regional level with the
media agencies for timely and accurate information

18. RISK/CRISIS
COMMUNICATION

19. Risk and Crises Communication Plan
I. Introduction
 Crisis Communication Guideline and Action Plan is part of the broader
National Demand Generation, Communication and Community Engagement
Plan.
II. Key definition and concepts
 Crisis
A crisis can be defined as ‘any situation that affects the trust or reputation of
an institution, its products e.g. vaccine its services (e.g. immunization.,
 Crisis communication
Crisis communication is defined as an adjusted response to an incident, that
is aims at ‘restoring public confidence in the institution’s ability to manage
the incident by keeping the public informed on what went wrong, why, and
what is being done in response’

20. Crisis communication
 Risk communication: It refers to the exchange of real-time
information,
 The ultimate purpose of risk communication is to enable
people at risk to take informed decisions to protect
themselves and their loved ones.
 Risk management is concerned with identifying, assessing
and mitigating any activity or event that could cause harm
to the business. Risks can be strategic or operational in
nature.
 Crisis communication / management is concerned with
responding to, managing and recovering from an
unforeseen event.

21.  Adverse Event Following Immunization (AEFI)
 Reports of a new study or experimental data
 A news report in the media (including social media) or
local rumours
 Vaccine rumours
 Temporary suspension of a vaccine (or vaccination)
 Recall of a vaccine
 Vaccine replacement

22. Why rumors occur?
What is rumor?
 A current circulating story or report of uncertain or
doubtful truth
Or
 A statement or report without known authority for its
truth
Possible underlying causes of rumors
 Lack of sufficient factual information
 Lack of access to that information
 Misunderstanding
 Misrepresentation (outdated info and pictures,…)
 Mistrust or fear
 Too much information
 Related to past experience or cultural beliefs

23. What is vaccine hesitancy and what should I
do?
 Refers to delay in acceptance or refusal of
vaccines despite availability of vaccine services.
Accept
all
vaccine
s
Accept,
but
unsure
Accept
some, delay
and refuse
some
Refuse,
but
unsure
Refuse
all
vaccine
s
Hesitancy
Offer positive
encouragement:
"That is
wonderful!"
Discuss to better
understand questions and
concerns: "Tell me more
about that." Respond with
empathy.
Focus on their
concerns:
Show respect and do
not argue. Point to
trusted community
members and
sources.
For additional information : https://ipc.unicef.org/

24. Examples of “how to respond” to hesitancy
with empathy:
"I know vaccinating
will help me, but I
am afraid of side-
effects."
Health worker: “I understand that
you want to make the best choice for
yourself. What side-effects are
you concerned about?”
"I am not sure what
to do. My
community leader
objects to
vaccines."
Health worker: "I can see you are
questioning vaccines. How do others
you know deal with vaccination? What
are your concerns?"
"I read rumours
about COVID-19
vaccine online. I do
not know what to
believe.”
Health worker: “Social media and
websites can spread false information.
You can get the latest on COVID-19
vaccine from the source I trust at
xxx@xxx.com. I am also here to answer
your questions.”
For additional information : https://ipc.unicef.org/

25. Source: Presentation on Key elements of risk communication by Helena Ballester Bon, Chair of the ESACRED Demand TWG / UNICEF
ESARO

26. Source: Presentation on Key elements of risk communication by Helena Ballester Bon, Chair of the ESACRED Demand TWG / UNICEF
ESARO

27. Source: Presentation on Key elements of risk communication by Helena Ballester Bon, Chair of the ESACRED Demand TWG / UNICEF
ESARO

28. Source: Presentation on Key elements of risk communication by Helena Ballester Bon, Chair of the ESACRED Demand TWG / UNICEF
ESARO

30. What is expected from media personal
 Collect information from responsibly body from each
structure, Analyze, produced and disseminate to the
community .
 Transmit updated, clear and consistence message to the
community on the polio vaccination
 Produce and disseminate audio and video spot considering
disabled population.
 Produce and transmit news and programs by inviting health
expertise, religious leaders, and influential people advantage of
vaccination and need of the campaign.

31. Thank
You!