Campaigns and Public Health Messages
Communications on vaccination must be tailored to specific at-risk groups and local country needs to ensure messages positively impact behaviour. Campaigns must be creative, differentiated from past campaigns and specific toward the target group. The dangers of vaccine preventable diseases and the effectiveness of vaccination must be continuously communicated to tackle the misconceptions around vaccination.
Ongoing measurement and evaluation is a crucial part of targeted communications, and knowledge surrounding the uptake rates and attitudes of a population before and after the strategy is implemented is critical.21 Evaluation allows organizations to assess aspects of strategies that worked, and aspects that did not, which can further help to fine-tune targeted approaches for future strategies.22
21Llupià, A., Mena, G., Olivé, V., Quesada, S., Aldea, M., Sequera, V. G., … & Trilla, A. (2013). Evaluating influenza vaccination campaigns beyond coverage: a before-after study among health care workers. American journal of infection control, 41(8), 674-678.
22Council, W. C. (2011). Evaluating Your Communication Tools What Works, What Doesn’t?. The Westminster Model.