Advocacy and Communication to support new vaccine introduction

Communication strategies contribute to a variety of important goals in the context of new vaccine introduction. One of the most important strategies is to mobilize and engage communities not only to accept, but to demand, the new vaccines for their well-being. With any new intervention, there are risks around actual or perceived harm that may arise. Communication to deal with rumours, allegations and coincidental adverse events following immunization are an essential part of a programme's efforts. Failure to establish such communication strategies, and to be prepared for crisis response, can derail the introduction of a new vaccines.

Effective communication means transmitting messages via a medium and in a language that is accessible and understood by the different target audiences, taking into account their specific needs and socio-cultural values. Since there are many different target audiences, as well as critical opinion leaders in any community, there is a need for multiple strategies, methods and messages for programmes to communicate to media, academic institutions, health workers at all levels, and community and religious leaders and parents.

Last updated: November 2009