India has found its footing in its campaign to vaccinate citizens against COVID-19. Approximately 78% of the adult population has received a single dose and over 36% have received both doses. This is good news because vaccination, along with face masks and social distancing, is a powerful tool for returning to normalcy.
Recent evidence indicates that acceptance of COVID-19 vaccines in India is among the highest in the world. This is a testament to those who have been working tirelessly for months within communities. However, even small pockets of unvaccinated individuals can threaten the success of a vaccination campaign. This is especially true for highly transmissible viruses such as the delta variant of SARS-CoV-2. Misinformation about vaccines, in particular, can reduce vaccine confidence. In 2017-2019, false rumors about the measles-rubella vaccine spread through social media and vaccine denials accelerated in some areas. Furthermore, with daily confirmed cases as low as they are now, enthusiasm for vaccination may be waning. That’s why we now need to strengthen the trust of the vaccine.
power of faith
Vaccine confidence exists on a spectrum. There are some who are against all vaccines. But there are many who remain on the fence. Perhaps they are concerned about the speed at which vaccines were developed or have received a message from a trusted family member or friend about the ingredients of the vaccine. The COVID-19 vaccines used in India are safe and effective, especially in preventing serious consequences. And so, many of us may feel the urge to refute each of these concerns. However, to those who remain skeptical, such arguments may seem patronizing and may backfire. Conversations about vaccination should rather be in a place of respect, empathy and understanding, and abusive language should be avoided. It helps to build trust – the key to vaccine confidence. Furthermore, when talking with peers about misinformation, it helps to acknowledge that in the current context it is sometimes difficult to know what is true and what is not. Providing data from a reliable source such as government agencies or educational institutions can also help correct misconceptions about vaccines.
Designating vaccination as the default standard behavior may help to encourage skeptics. Many of us are already doing this when we ask our friends and family, “Get vaccinated, right?or “You’ve been vaccinated, haven’t you?” By asking this simple question we are setting expectations for those around us. Vaccination is ideal. We are asked questions and we in turn ask others as well.
The messenger is also important for building trust. Individuals are more likely to listen to someone from their background or field. In many villages all eligible persons have been vaccinated. In some cases, someone within the community – the sarpanch or highly respected person – administered the vaccine and encouraged others to do the same. Doctors and health workers are also often reliable sources of information about health decisions. Actors and sportspersons are also powerful spokespersons.
a campaign that attracts people
COVID-19 Vaccination Campaign This is not the first mass vaccination effort in India. In 2014, India was declared polio free. This achievement would not have been possible without a simple campaign.two drops of life‘ or ‘two drops of life’. The message was optimistic and appealed to Indians. The strong support of celebrities and the engagement of community leaders carried the message. India needs the same energy for the ongoing campaign to vaccinate.
editorial | Gearing up: On vaccines and public trust
An effective response to any health emergency requires a multidisciplinary approach. And so, creatives and public health experts must work together to increase vaccine confidence. Bollywood is uniquely positioned to enter the Indian psyche through effective storytelling. This is important because not everyone relates to facts and figures in the same way. We recently launched a campaign with creative support provided by leading marketing agency Widen + Kennedy, Delhi, centered around the question everyone is already asking: “Get vaccinated, right?“We hope to see more campaigns in the future. Vaccines bring hope to a return to normalcy. Normalcy is not just about survival, but about living a fearless life, bringing joy to our lives and caring for others These are essential considerations for effective, narrative-based communication around vaccines.
Brian Wahl is an epidemiologist and assistant scientist at the Johns Hopkins Bloomberg School of Public Health; Madhu Gupta is Professor at the Institute of Postgraduate Medical Education and Research; and Neeraj Ghaywan is a National Film Award winning film director
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