Deployment of a multi-partner learning engine to address COVID-19 vaccine hesitancy
The Vaccine Support Group was a a collaborative effort that brought together multiple stakeholders working in grass roots community health, the private sector, vaccine implementation, digital technology, multilateral sectors, and local government, to address vaccine hesitancy in Bihar, India.
YEAR
2021-2022
LOCATION
India
ROLE
Creative Lead
CLIENTS AND PARTNERS
The Gates Foundation
Friday and Theo
PCI India
APPROACH
HCD Research
Rapid prototyping
Community Centred Design
Survey & sentiment Analysis
COLLABORATORS
Priyam Vadaliya
Sanchit Jain
Siddhant Damani
Akshiti Vas
Joy Kendi
Surabhi Bhanot
Shruti Goyal
Anureet Kaur
Prerak Mehta
This was a multi-stakeholder engagement that required us to take a collaborative approach to aggregate and analyse data from the different actors working on COVID-19 research and rollout. We aggregated and synthesised this multiple-partner data through a “learning engine”- a systematic process of surfacing barriers to COVID-19 vaccination and rapidly implementing hyperlocal solutions in Bihar, India.
The Human Centred Design research was supplemented by intensive secondary data analysis and sentiment analysis drawn from third-party COVID-19 databases provided by our learning engine partners. Based on the key barriers limiting vaccine uptake, we collated and tested a long list of ~24 early concepts for potential solutions with 270+ respondents to prioritise the most desirable and relevant solutions. This research design challenge required a hybrid approach in which we employed both remote and in-person research activities, collaborating closely with local community researchers and community-based organisations to conduct research and understand the contextual origins of vaccine hesitancy and the state of communication around vaccine uptake.
To better understand contextual, behavioural, and psychological variables related to acceptance and hesitancy of uptake, information seeking, and product use and retention, all grounded in an understanding of barriers and drivers at each step of the product uptake journey.
We wanted to get clarity around a) willing but unvaccinated, b) unwilling and vaccine hesitant population for the 1st and 2nd doses and what the root causes for systemic barriers and/ or vaccine unwillingness and hesitancy and co-create hyperlocal solutions that inspired:
Program interventions to improve access, experience, and address logistics and systematic challenges
Communication messages and behavioral nudges to address nuanced challenges on vaccine unwillingness/ hesitancy and otherwise for priority user segments in specific localities.
Some of the low and medium fidelity prototypes designed for user testing around vaccination for 2nd dosage, pregnant and lactating women all tagged to emerging user segments.
Multi-channel messaging targeting pregnant and lactating women and their families, focusing on reassurance and benefits.
Using relatable characters voicing relatable concerns about vaccine side effects and prevailing myths.
Targeted campaign ideas targeted at the household and family level, engaging mothers-in-law and other influential women.
Multi-channel messaging targeting pregnant and lactating women and their families, focusing on reassurance and benefits.
"I live with my parents and work a full day. By the time I get back from work, the vaccination camp is usually closed. If I miss work, how will the home function without my wages?"
Quote from a 20-year-old daily wage labourer speaking about the time and availability constraints of attending community vaccination camps in Mahuli, Patna.
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The analysis generated hyperlocal user segments that were defined by 1st and 2nd dose vaccine hesitancy and layered with demographic, structural, and behavioural insights. These segments informed a set of systemic, communication and process-based interventions (mass media, digital, social and on-ground support) that were prototyped and implemented across various districts in the state that had low vaccine uptake. Mass media campaigns built general awareness around the importance of booster doses and eligibility criteria for adolescents. We designed interventions using digital and in-person channels to boost uptake of and engagement with the Vaccine Mitra bot. Digital material addressing the need for adolescent and precautionary doses was shared with healthcare workers and the target audiences. We analysed how Rapid Response Teams (RRTs) can be modified to enable them to increase vaccine uptake and made suggestions on how RRTs can be reconstituted with enhanced supervision for adolescent booster doses.
The learning engine also benefited the multi-partner collaboration, as it informed
Vaccine hesitancy response through the rapid deployment of hyperlocal interventions.
Learnings and adaptation strategies that were necessitated by the fast-changing nature of the pandemic.
Stronger mobilisation and coordination efforts among multiple stakeholders.
Below are some snapshots of the various intervention materials developed for the different vaccine hesitancy segments.
Detailed Support Poster for Vaccine Support For Pregnant and Lactating Women.
Healthcare Worker Posters for Pregnant and Lactating Women.
A branded vehicle at a local community celebration.
Detailed Support Poster for Vaccine Support For Pregnant and Lactating Women.