CARE India: Social and behavioral Change Communications (SBCC) to decrease vaccine hesitancy

The NGO and charity Care India launched the social and behavioural change communications campaign to decrease vaccine hesitancy and was able to encourage Indians to get a Covid vaccine through local and digital outreach.

Background and Challenges

COVID-19 affected all segments of the population and fueled vaccine hesitancy across the country, particularly in remote and rural areas. Our audience was scattered, spoke different languages, and had varied cultural upbringing. The challenge was to create a universally understandable narrative, which was relatable and instilled a behavioral change amongst the audience.

Objectives

The objective was to promote prevention message along with awareness messaging around getting vaccinated.

Insights and Creative Strategy

There was a need for a campaign that transparently and accurately dispels information around vaccine hesitancy. The audience defined were people in the age group of...

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