Vaccine Education
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.
Watch our “Breath Vs. Depth” Vaccine Education Virtual Stage Event”
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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 vaccine delivery.
Why Smooth Vaccine Rollout and Social Proof Are Key to COVID-19 Acceptance and Trust
The dynamic nature of this pandemic has shown that vaccination intent and trust correlates to vaccine access, management of vaccine rollout, and social proof.
Vaccine Education Resources from the Network
Our team curated best-in-class vaccine education research, messaging, fact sheets, insights, and creative campaigns.
RCCE Guidance and Resources
rcce action plan guidance covid-19 preparedness and response
See morercce action plan guidance covid-19 preparedness and response
Designed to support risk communication, community engagement staff, and responders; this tool helps to implement and monitor effective communication campaigns that engage communities, local partners, and stakeholders.
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covid-19 global risk communication and community engagement strategy
See morecovid-19 global risk communication and community engagement strategy
Revised Risk Communication and Community Engagement strategy that aims to reflect the public behaviors and attitudes.
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covid-19 communication network
See morecovid-19 communication network
A collection of communication materials, tools, and resources from global partners to support social and behavior change professionals as they address the COVID-19 pandemic.
read moreCOVID-19 Vaccine Toolkits and Guidance
covid-19 vaccination introduction toolkit
See morecovid-19 vaccination introduction toolkit
Knowledge hub that provides guidance, tools, and training to support a successful national vaccination campaign.
read moredata for action: achieving high uptake of covid-19 vaccines
See moredata for action: achieving high uptake of covid-19 vaccines
This guidebook will enable programs to design, target and evaluate interventions to achieve greater impact with more efficiency, and to examine and understand trends over time.
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10 steps to community readiness
See more10 steps to community readiness
Highlights 10 well established risk communication and community engagement principles
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vaccine confidence & national security in the covid-19 crisis
See morevaccine confidence & national security in the covid-19 crisis
A bipartisan convening with CSIS Global Health Policy Center and the London School of Hygiene & Tropical Medicine’s Vaccine Confidence Project™ assesses the implications of misinformation and vaccine confidence for U.S. national security.
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covid-19 communications: promoting prevention measures and vaccine confidence
See morecovid-19 communications: promoting prevention measures and vaccine confidence
Based on a roundtable discussion hosted by the National Foundation for Infectious Diseases, the organization developed a framework for developing effective communications.
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kff covid-19 vaccine monitor
See morekff covid-19 vaccine monitor
An ongoing research project tracking the public’s attitudes and experiences with COVID-19 vaccinations. Using a combination of surveys and qualitative research, this project tracks public opinion as vaccine development and distribution unfolds.
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vaccine hesitancy, and what we can do about it
See morevaccine hesitancy, and what we can do about it
High level summary of the organization’s research on attitudes towards vaccination and how campaigns can influence behavior.
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covid 19 vaccine perceptions: a 15 country study
See morecovid 19 vaccine perceptions: a 15 country study
An investigative look into the public knowledge and perceptions of both the COVID-19 pandemic itself and COVID-19 vaccine acceptance among adults (18 years old and above) in 15 African countries. The study, based on survey data from August to December 2020, identifies knowledge gaps, beliefs, and attitudes that can help inform strategies for COVID-19 vaccine rollout.
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health workers resource hub on vaccines and immunization
See morehealth workers resource hub on vaccines and immunization
Resources for health workers on vaccine acceptance and demand, research and development, and safety and effectiveness.
read morecovid-19 behaviors dashboard
See morecovid-19 behaviors dashboard
The dashboard presents data gathered through a global survey evaluating knowledge, attitudes, and practices around COVID-19. Data can be viewed by WHO region and at the country level.
read morevaccine acceptance across twenty low- and middle-income countries: insights from the covid behaviors dashboard
See morevaccine acceptance across twenty low- and middle-income countries: insights from the covid behaviors dashboard
This brief provides practitioners and policymakers with a closer look at COVID Behaviors Dashboard insights related to vaccine acceptance rates in “priority countries” in order to better target messaging in future campaigns.
read moreVaccine Education Messaging Resources
stat vaccine confidence message brief
See morestat vaccine confidence message brief
Informed by quantitative and qualitative research, the memo outlines high-level audience insights and message recommendations, as well as specific communication ideas tailored to communities of color when addressing vaccine concerns.
read moresynthesized guidance for covid-19 message development
See moresynthesized guidance for covid-19 message development
A synthesized, indexed reference of accurate, standardized COVID-19 information from the World Health Organization and other trustworthy sources.
read morethe anti-vaxx playbook
See morethe anti-vaxx playbook
Report evaluating the messages and strategies that anti-vaxxers are using to exploit the COVID-19 pandemic and disrupt the rollout of the COVID vaccine. Includes detailed recommendations on how to counter anti-vaxxer narratives.
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the conversation: between us, about us
See morethe conversation: between us, about us
Doctors, nurses, researchers, and community health care workers provide facts and dispel misinformation about the COVID-19 vaccines in more than 125 FAQ videos, available in English and Spanish.
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elite party cues increase vaccination intentions among republicans
See moreelite party cues increase vaccination intentions among republicans
Research report that evaluates the impact of U.S. Democratic and Republican party messaging regarding the COVID-19 vaccine among vaccine-hesitant subgroups.
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19 things to know about covid-19 vaccines
See more19 things to know about covid-19 vaccines
A series of fact-based messages designed to continue building global trust and vaccine confidence.
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covid-19 vaccine ad campaign learning
See morecovid-19 vaccine ad campaign learning
Report contains insights gleaned from an analysis of 143 Facebook advertising campaigns associated with vaccine perception and messaging.
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community unity
See morecommunity unity
A 12-episode video series – supported by Klick Health, YouTube, and the Vaccine Confidence Project – addresses common COVID-19 vaccine questions using scientific evidence, pop-culture references, and visual animations.
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