More than two years after the COVID-19 pandemic, the virus continues to spread across our global communities with ever-changing variants that threaten our health, education and livelihoods. It continues CARE’s longstanding work in public health and expands our education Communication campaigns for social and behavioral change (SBCC) launched in 2021 in collaboration with MetaCARE conducted a series of summer campaigns to promote vaccine confidence and preventive practices in 16 countries around the world.
Summary of TL; DR
- Overall, the campaigns had an engagement rate of 2.2%. more than 8.5 million people in these countries have interacted with our ads, whether through likes, comments or shares.
- Among our campaign audience, this is likely to be the case 2.5 million more people he expressed confidence that the vaccine was safe and important
- Country offices collaborated on campaign design, creative sharing and real-time tailoring campaigns to use the most effective messaging and ads.
From 13 June to 18 July, CARE launched creative advertising campaigns locally designed and led by national offices, which adapted the content to their respective national contexts. During this series of campaigns, six country offices joined the CC&C campaign practice for the first time: Zimbabwe, Zambia, the United Kingdom, Honduras, Ecuador and Colombia. All other participating countries (Bangladesh, Ghana, Guatemala, Haiti, Iraq, Pakistan, Philippines, Sierra Leone and the United States) drew on their existing experiences using social media as a CCS&C modality.
Among the multiple campaigns performed, the messages included:
- Encouraging the public to get COVID-19 booster shots to be fully vaccinated;
- Strengthening the importance of strengthening vaccination;
- Promotion of booster vaccine safety; Y
- Reminder on preventive and protective measures against COVID-19
These campaigns were measured by a brand recognition study to test its effectiveness in addressing each campaign’s targeted message about vaccine importance, safety, recalls, or preventative safety measures.
Global and creative approaches.
In Latin America, four national offices – CARE Guatemala, CARE Honduras, CARE Colombia and CARE Ecuador – came together to design a campaign with the slogan #LoNormalEs, or “What is normal”, which was then adapted to the context of each country.
