Supported by NATHEALTH, Win with Vaccines is a CKD initiative to build COVID-19 vaccine confidence in five low-coverage districts across Assam and Haryana. According to a recent study, vaccine hesitancy is still dominated by myths and beliefs. We intend to build a favourable environment and address issues of diffidence in vaccination. We will debunk myths and misconceptions and engage government and private stakeholders to increase coverage of COVID-19 vaccines. The CKD-NATHEALTH campaign will primarily focus on the Left out, drop-out, and Resistant (LODOR) populations across all age groups to raise awareness and build confidence in vaccination. The districts of Nuh in Haryana and Baksa, Chirang, Udalguri & South Salmara in Assam have been selected due to drastically low vaccination coverage. This project focuses on conceptualising and undertaking a campaign that can ensure uptake in vaccination numbers.
The key strategies were adopted to raise awareness and build confidence to complete the COVID-19 vaccination protocols. The project also motivated and built confidence among school-going adolescent (12-17 years) groups eligible for COVID-19 vaccination.
The campaign’s key objectives were to engage with key stakeholders, join hands with district authorities and government health functionaries, and run a comprehensive public education program that addresses awareness gaps in understanding the benefits of vaccination.
The campaign leveraged community influencers to identify and gain inroads amongst the resistant communities. A contextualised, communication with tailored messaging was developed and disseminated via wall paintings, banners, posters, miking, radio jingle broadcasting, narrowcasting, nukkad- natak and community consultation meetings. The intervention led to a significant, positive, and intended impact. Within a short span of four months, the project made a significant difference resulting in an increase in the number of completion of vaccination for adults, and the initiation of COVID-19 vaccination camps in schools.
Based on our strategy and planning for communication, the following set of communication packages have been compiled as part of our campaign. As evidenced below, the campaign has elements that had to leverage local talent groups and other on-ground communications mediums.
