The size and scale of vaccinating close to one billion people poses an unprecedented public health challenge for India. In the early days of the vaccine roll-out we focussed our response efforts on researching the extent of vaccine hesitancy and the potential need for Strategic Communications in this historic effort. We realised that there is a need for simple, empathetic and compelling communication to facilitate large-scale behaviour change to drive demand for vaccination. This, after all, is the best solution we have in combating morbidity and mortality on account of COVID-19 and winning back our old lives!
Knowing well that there are limits to what we can achieve through the Institute alone , we began to seek partnerships with willing State Governments to create such a campaign. The Government of Punjab, a long-standing partner of the Institute, was the first to join hands with us and we are immensely grateful for their partnership and support. This led to the creation of a campaign with a distinct local flavour of the State of Punjab, to help build trust and confidence in the COVID-19 vaccine while also managing barriers which stand in the way of vaccine compliance including misconceptions, myths, rumours and a barrage of mis/disinformation.
While we built this for Punjab, we quickly realised that the essence of our strategy, as validated through research in other states, has national relevance. We therefore went on to create a “Universal Vaccine Acceptance Communication Toolkit” with culturally neutral images and messaging. To ensure maximum reach and flexibility, all the content has been licensed through a Creative Commons Share-Alike Attribution 4.0 License. You and your partner institutions are welcome to use, adapt, re-brand and re-share any or all of this content.
Our Campaign Strategy Document which outlines our initial research findings, how our findings translated into a communication strategy with a strong identity, messaging matrix, segmentation and a final design look and feel.
The toolkit covers six broad themes:
Overall theme: Vaccination as the best solution to win back our old life (our jobs, our children's childhood, our mobility etc)
Issue 1: The importance of taking all vaccine doses
Issue 2: Importance of continuing COVID-19 Appropriate Behavior after vaccination
Issue 3: Dispelling rumours, myths & misconceptions to address vaccine hesitancy
Issue 4: Reducing fear of side effects post-vaccination
Issue 5: The importance of vaccinating Pregnant Women and Lactating Mothers
The campaign was developed by our creative agency, StoryTellers especially with support of Urvashi Guha, Soumitra Sen, Sakshi Chopra, Chandamita barman and Subhojit Sanyal.
Please scroll down to get a flavour of the campaign.
The central tagline is “Yes, it’s time” or “Ab Meri Baari” which signifies a confident affirmation of vaccine acceptance. Yes, it’s time to get my Covid vaccine and win back my old life!
We felt that the overarching theme is best represented through the confirmation of action. It reflects individual self-realisation, responsibility and commitment. The campaign logo is a constant across all communication and binds the campaign into one solid identity.
The theme films build empathy with the community by reflecting an appreciation of their predication during COVID-19 times and offer a solution which fulfils their emotional needs.
We’ve developed two films based on the theme.
The posters help build empathy with the community by reflecting an appreciation of their predication during COVID-19 times and offer a solution which fulfils their emotional needs.
We’ve developed 5 posters based on the theme and 4 based on various issues.
These posters focus on specific issues such as completing your vaccination series, following COVID-19 Appropriate Behaviour, importance of vaccinating pregnant women and lactating mothers and minor side effects post vaccination.
A series of short FAQ films featuring Dr Gagandeep Kang, a leading vaccine expert from CMC Vellore, comprehensively covers the most common misconceptions, myths and questions to dispel doubts and fears about COVID-19 vaccination.
We’ve developed 10 short videos in English and 9 in Hindi.
The social media content helps build empathy with the community by instilling pride in commitment to vaccination.
We’ve developed social media banners for LinkedIn, Facebook and Twitter, facebook frames and 10 social media posts.
The ready reckoners are handy guides which provide vital information to enable frontline workers answer the most common vaccination-related questions.
We’ve developed one ready reckoner for the general public and one for pregnant women and lactating mothers.
The badge raises the status of people who have been vaccinated and enables them to get recognition for the same.