Behavior Change and Public Health Communication

You are ready to launch your latest vaccination communication campaign. You have identified your audiences, developed and tested messages and collateral, and identified channels. But a year after public health leadership and partners held a joint press conference, vaccination levels haven’t changed. What went wrong? Did you choose the wrong creative? Not enough digital advertising? Even the best communication strategy cannot overcome social processes and practical issues that drive someone’s decision to get vaccinated. Understand the drivers of vaccine demand and how to work with your immunization programs to develop and implement a comprehensive vaccine confidence and demand strategy.