Case study

Building on what works: Message testing with UNICEF Philippines

This case study examines a collaborative initiative between UNICEF Philippines, Meta, the Yale Institute for Global Health (YIGH), and The Public Good Projects (PGP) to boost vaccine confidence through targeted online communication. In response to declining routine immunization rates and outbreaks of preventable diseases, the partners designed and tested three messaging strategies—Testimonials, Access, and Self-efficacy/Liberty—using Facebook campaigns in 2022. The Testimonials approach proved most effective, significantly influencing attitudes on vaccination importance and recall. Insights highlighted the value of trusted messengers, local language content, and messaging that addresses safety concerns. The campaign reached over 46 million people, generating 171 million impressions and over 332,000 visits to UNICEF’s immunization webpage.

Demand Hub

The resource is included in the following table:

TitleAuthorYearTypeLanguage
Acceptance and demand for COVID-19 vaccines: Interim guidanceWorld Health Organization (WHO), UNICEF2021GuidanceEnglish
Addressing health misinformationTina Purnat, Elisabeth Wilhelm2022TrainingEnglish, French
Améliorer l’équité en matière d’immunisationEric Sarriot2022TrainingFrench, English
Application of Human Centered Design and Behavioral and Social Drivers of Vaccination in EthiopiaVaccination Demand Hub2023Case studyEnglish
Approches du design centré sur l'humain (DCH) pour le développement d'interventionsOommen John2022TrainingFrench, English
Approches participatives pour le suivi et l'évaluation (pour la communication sur la vaccination et la demande)Lora Shimp2022TrainingFrench, English
Bangladesh - Community Radio in BangladeshBreakthrough ACTION2023PresentationEnglish
Behavioral Insights for VaccinationSaad B. Omer2025Case studyEnglish
Behavioral Insights for VaccinationUTSouthwestern2025PresentationEnglish
Behavioral Interventions to Increase Vaccine Demand & UptakeNeetu Abad2022TrainingEnglish, French
Behavioural and social drivers of vaccination: tools and practical guidance for achieving high uptakeWorld Health Organization (WHO), UNICEF2022GuidanceArabic, English, Portuguese, Russian, Spanish, French
Boîte à outils pour tous les niveaux d'intervention : Les mesures de gestion pour traiter l'infodémie et le risque d'infodémiesTina Purnat, Elisabeth Wilhelm2022TrainingFrench, English
Bringing it all together: HEALTH SYSTEMS STRENGTHENINGNeville Calleja2022TrainingEnglish, French
Building on what works: Message testing with UNICEF PhilippinesUNICEF, META, Yale Institute for Global Health (YIGH), The Public Good Projects (PGP)2022Case studyEnglish
Building resiliency in immunization programs in the time of COVID-19 recoveryAaron Wallace2022TrainingEnglish, French
Cadre Opérationnel Pour la Promotion de la Demande - Intégration de la vaccination contre la COVID-19UNICEF, World Health Organization (WHO), United States Agency for International Development (USAID), Centers for Disease Control and Prevention (CDC), Gavi, the Vaccine Alliance, Vaccination Demand Hub, International Federation of Red Cross and Red Crescent Societies (IFRC)2024GuidanceFrench, English, Portuguese
Cameroon - Community Dialogue and Microplanning - Value Health AfricaMbianke Livancliff2022PresentationEnglish
Case Study: Somalia. RCCE for COVID-19 Vaccine Demand in Eastern and Southern Africa. UNICEF2023Case studyEnglish
COMMENT ÉLABORER UN RAPPORT SUR LES CONNAISSANCES INFODÉMIQUES EN SIX ÉTAPESUNICEF, World Health Organization (WHO)2023GuidanceFrench, Spanish
Communicating on COVID-19 vaccines in a Changing EnvironmentVaccination Demand Hub2023GuidanceEnglish
Communication de crise, communication des risques et communication scientifique en période d'incertitude (CERC)Richard Quartarone2022TrainingFrench, English
Community Level Interventions and Strategies for Increasing Vaccine DemandMichael Eriksen, Reza Yousefi Nooraie2022TrainingEnglish, French
Comprehensive training for promotion of vaccine demandWorld Health Organization (WHO), UNICEF, Gavi, the Vaccine Alliance, Centers for Disease Control and Prevention (CDC)2022TrainingEnglish
Comprehensive Training: Improving equity in immunisationEric Sarriot2022TrainingEnglish, French
Comprehensive training: State of global vaccine confidence and demandDeepa Pokharel2022TrainingEnglish, French
Conducting community engagement for COVID-19 vaccines: Interim guidanceWorld Health Organization (WHO), UNICEF2021GuidanceArabic, Chinese, English, French, Portuguese, Russian, Spanish
Cote d'Ivoire - Hackathon - Geneva Learning FoundationCharlotte Mbuh​2022PresentationEnglish
Cote d'Ivoire - Using rumor management system data to develop adaptive COVID-19 vaccination strategiesBreakthrough ACTION2022PresentationEnglish
Crisis Emergency Risk Communication and Science Communication in Uncertain TimesRichard Quartarone2022TrainingEnglish, French
DE LA COBERTURA AL EMPODERAMIENTO INTEGRAR LA PERSPECTIVA DE GÉNERO EN LA DEMANDA DE INMUNIZACIÓN Prácticas prometedoras de seis paísesUNICEF, Gavi, the Vaccine Alliance2023ReportSpanish, English, French
DE LA COUVERTURE À L'AUTONOMISATION INTÉGRER LE GENRE DANS LA DEMANDE DE VACCINATION Pratiques prometteuses de six paysUNICEF, Gavi, the Vaccine Alliance2023ReportFrench, English, Spanish
Demand Intensification through Community Engagement (D.I.C.E)Jayne Kariuki2022PresentationEnglish
Demande de vaccins contre la COVID-19 Événement mondialUNICEF, Covid-19 Vaccine Delivery Partnership, World Health Organization (WHO), Gavi, the Vaccine Alliance, Centers for Disease Control and Prevention (CDC), United States Agency for International Development (USAID), The Geneva Learning Foundation, Ethiopia Ministry of Health, Government of Canada, Collective Service, International Federation of Red Cross and Red Crescent Societies (IFRC)2022ReportFrench
Designing an Evidence-Based Campaign Strategy. Increasing routine vaccination coverage through tailored online messagingUNICEF, META2022WebinarEnglish
Designing Evaluations for Behavioral Interventions to Increase ImmunizationVaccination Demand Hub2023GuidanceEnglish
Designing for Context: Generating Insights On- and Offline. Increasing routine vaccination coverage through tailored online messaging UNICEF, META, Yale Institute for Global Health (YIGH), The Public Good Projects (PGP)2022WebinarEnglish
Déterminants sociaux de la santé et équité en santéNeetu Abad2022TrainingFrench, English
Diagnosing Vaccine Confidence and Demand ChallengesDaiva Yee, Francine Ganter-Restrepo2022TrainingEnglish, French
Diagnostiquer les défis de la confiance et de la demande en matière de vaccinsDaiva Yee, Francine Ganter-Restrepo2022TrainingFrench, English
Digital Health InterventionsSara Chamberlain, Amnesty Le Fevre, Claudia Lopes2022TrainingEnglish, French
Discovering What Works: The Value of Testing. Increasing routine vaccination coverage through tailored online messagingUNICEF, Yale Institute for Global Health (YIGH), The Public Good Projects (PGP)2022WebinarEnglish
DRC - High Volume Vaccination Site ExperienceCarla Toko2022PresentationEnglish
DRC Red Cross experience in integrating Covid-19 vaccination into routine immunizationInternational Federation of Red Cross and Red Crescent Societies (IFRC)2022Case studyEnglish
Du marketing social au design thinkingAnton Schneider2022TrainingFrench, English
Elaboración de un informe de percepciones infodémicas en seis pasosUNICEF, World Health Organization (WHO)2023GuidanceSpanish, French
Engager des réseauxAlexandra MC, Katherine Sheridan, Fr. Tony Labiao Jr.2022TrainingFrench, English
Engaging NetworksAlexandra McPhedran, Katherine Sheridan, Fr. Tony Labiao Jr.2022TrainingEnglish, French
ENGAJAMENTO COMUNITÁRIO NA PROMOÇÃO DA VACINAÇÃO CONTRA A COVID-19UNICEF2023Case studyPortuguese
Enhancing vaccine confidence and uptake through risk communication and community engagement among high-risk and vulnerable groups (agenda)UNICEF2022ToolEnglish
Environnement d'information et gestion de l'infodémieTina Purnat, Surani Abeyesekera2022TrainingFrench, English

Digital Information Environment

The resource is included in the following table:

TitleAuthorYearTypeLanguage
Building on what works: Message testing with UNICEF PhilippinesUNICEF, META, Yale Institute for Global Health (YIGH), The Public Good Projects (PGP)2022Case studyEnglish
COMMENT ÉLABORER UN RAPPORT SUR LES CONNAISSANCES INFODÉMIQUES EN SIX ÉTAPESUNICEF, World Health Organization (WHO)2023GuidanceFrench, Spanish
From insights to impact: Building confidence in routine childhood vaccines in ArgentinaUNICEF, META, Yale Institute for Global Health (YIGH), The Public Good Projects (PGP)2023Case studyEnglish
From insights to impact: Building confidence in routine childhood vaccines in IndiaUNICEF, META, Yale Institute for Global Health (YIGH), The Public Good Projects (PGP)2022Case studyEnglish
From Insights to Impact: Building confidence in routine childhood vaccines in IndonesiaVaccination Demand Observatory, UNICEF, Yale Institute for Global Health (YIGH), The Public Good Projects (PGP)2024Case studyEnglish
Vaccination Demand Hub Technical Clinic: Gamification in Vaccine DemandUNICEF, Sabin Vaccine Institute, The University of Melbourne2025PresentationEnglish
VACCINE MESSAGING GUIDE: Evidence-based guidance for fostering demand for immunization through social and behavior change communicationsUNICEF, META, Yale Institute for Global Health (YIGH), The Public Good Projects (PGP)2022GuidanceEnglish
Vaccine misinformation management guide: Guidance for addressing a global infodemic and fostering demand for immunizationUNICEF, First Draft, Yale Institute for Global Health (YIGH), The Public Good Projects (PGP)2020GuidanceArabic, French, Italian, Spanish, Turkish
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Added by: Bertha Kembabazi

Added on: 2025-08-15 09:56:53

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