Shot of Confidence

Context: All players must guard against messaging that erodes vaccine trust.

Analyzing India’s public health communication strategy: It utilized huge health arsenal already present - 

• Jan Andolan under Poshan Abhiyaan 2018: aims at widespread social and behavioural change.
  • Adapted into COVID-19 communication, this consists of community dissemination of messages through existing platforms and unified transmedia narratives engaging all stakeholders.
  • Over 2 million Accredited Social Health Activists (ASHAs) and anganwadi workers expanded their roles in maternal and child health to educate communities on COVID-19.
• Media telecast: Between March and April, a total of 36 videos were telecast in Hindi and English on Doordarshan, along with widespread use of social media in cities, towns, and villages.
• Tackling vaccine hesitancy: The Universal Immunisation Programme uses evolving mass-communication and social media strategies to build vaccine trust.
  • A November 2020 survey showing that 87% of Indians were willing to receive a COVID-19 vaccine.

Issues guiding vaccine hesitancy: 

• Hasty approval of vaccines: like Covaxin for restricted use in emergency situations by the Central Drugs Standard Control Organisation (CDSCO), without Phase-III clinical trial data, challenges vaccine efficacy.
• Misinformation and myths around COVID-19 vaccines: Capitalizing on
  • Religious sentiment (the alleged use of pig-gelatin in vaccines), 
  • Science illiteracy (allegations that vaccines alter DNA),
  • Mistrust of authorities (allegations that vaccines contain trackers).
  • Previous examples:
    • Human papillomavirus vaccine trials were mired in controversy from a lack of transparency.
    • Misinformation about the polio vaccine led some communities to believe that vaccinations cause sterility.

Way forward:

• Ensure real-time translation of scientific research into their most relevant and easily understood forms.
• Ensure correct communication: of facts we know, facts we do not, and in every instance, how individuals and institutions can best protect themselves. 
  • Promoting fact-checking services in healthcare sector
  • Health literacy in journalism can be complemented by media communication training among scientists and academic experts.