Table 1 Best practices for communication to increase COVID-19 vaccine uptake in sub-Saharan Africa
From: Communication strategies to promote vaccination behaviours in sub-Saharan Africa
Best practice | Example message | Keywords/phrases |
|---|---|---|
1. Use of messages that appeal to collective action and altruism | The simple act of taking the vaccine protects your family, friends and community at large—especially those who are weak with vulnerable immune systems. Play your part and protect the people you love. | “Protect” “Play your part” |
2. Use of language that is relatable | All COVID-19 vaccines work with the body’s natural defences to safely develop immunity to disease. That means if you get exposed to the virus after being vaccinated, your body is ready to fight the virus and prevent you from getting sick. | “Body’s natural defences” “Fight the virus” “Prevent you from getting sick” |
3. Tailoring messages to address what drives people to vaccinate | There are two reasons to get vaccinated: to protect ourselves and protect those around us. Not everyone can be vaccinated including babies or those who have illnesses… they depend on others to be vaccinated to ensure that they are also protected. | “Protect ourselves and those around us” “Depend on others” |
4. Use of gain-framed messages that show the benefits of vaccinating rather than loss-framed messages | You deserve to chase your dreams, fall in love, start a family and see the world. You deserve to taste success and reap the fruits of your hard work. COVID-19 can stop your dreams from becoming a reality. Get vaccinated and protect your future. | “You deserve to chase your dreams” “You deserve success” “Protect your future” |
5. Use of trusted messengers | – | – |
6. Use of research to test messages before they are deployed | – | – |