Evaluation of the WHO Regional Office for Europe Tailoring Immunization Programmes (TIP) behavioural insights tool and approach

Suboptimal vaccination coverage leads to continuous outbreaks of preventable diseases. It threatens to jeopardize progress towards disease elimination and to allow diseases such as diphtheria and pertussis to re-emerge in the WHO European Region. The European Vaccine Action Plan 2015–2020 (EVAP) identifies tailored, innovative strategies as critical in reaching population groups with suboptimal vaccination coverage. Prompted by the European Technical Advisory Group of Experts on Immunization (ETAGE), in 2013 the WHO Regional Office for Europe developed the Guide to tailoring immunization programmes (TIP). Drawing on social sciences, ethnographic research techniques and behavioural insights methodology, TIP offers Member States a process through which to identify susceptible groups; diagnose health-seeking behaviour barriers and motivators; and segment populations according to behavioural determinants, in order to design tailored interventions. The intention was to introduce a game-changer for immunization programmes in the sense that

– in a traditionally supply-oriented culture – it introduced a people-centred approach, with the use of enquiry and investigation with beneficiaries. TIP was subsequently piloted and implemented in four countries in the Region, and was also adapted for seasonal influenza (TIP FLU) and antimicrobial resistance programmes (TAP), with an additional four pilot projects in Member States.