Immunisation has long been a cornerstone of public health in India, preventing deaths and substantially reducing infant mortality. Despite high numbers of vaccine coverage, there remain pockets of partial- and zero-dose children. Acknowledging that existing interventions have not covered this last mile, this study sought to explore the unique attitudinal and behavioral barriers prevalent in this space. Specially, we sought to understand how parental vaccination decisions are influenced by advice from external sources in the form of social proof.
A combination of qualitative and quantitative methods, such as in-depth interviews, focus group discussions, informal community conversations, digital audits, and a trust vignette were used. Our sample comprised stakeholders across six districts in India, known to have low immunisation performance. This study was conducted across 80 caregivers, 37 front line workers (FLWs) and 34 key opinion leaders (KOLs).
Results indicated that social proof plays an important role in vaccine uptake decisions. Therefore, social proof by trusted messengers has emerged as a critical lever to influence vaccine decision making, highlighting the responsibility of the entire community in ensuring the health and wellbeing of its children.
Innovations in measurement and evidence are vital to solve systemic problems in vaccine uptake, especially in nations like India where vaccine hesitancy has multiple dimensions. Our study is a first step in developing a holistic understanding of behavioral, logistical, and attitudinal factors contributing to vaccination decisions in India.
Immunisation has long been a cornerstone of public health in India, preventing deaths and substantially reducing infant mortality. Despite high numbers of vaccine coverage, there remain pockets of partial- and zero-dose children. Acknowledging that existing interventions have not covered this last mile, this study sought to explore the unique attitudinal and behavioral barriers prevalent in this space. Specially, we sought to understand how parental vaccination decisions are influenced by advice from external sources in the form of social proof.
A combination of qualitative and quantitative methods, such as in-depth interviews, focus group discussions, informal community conversations, digital audits, and a trust vignette were used. Our sample comprised stakeholders across six districts in India, known to have low immunisation performance. This study was conducted across 80 caregivers, 37 front line workers (FLWs) and 34 key opinion leaders (KOLs).
Results indicated that social proof plays an important role in vaccine uptake decisions. Therefore, social proof by trusted messengers has emerged as a critical lever to influence vaccine decision making, highlighting the responsibility of the entire community in ensuring the health and wellbeing of its children.
Innovations in measurement and evidence are vital to solve systemic problems in vaccine uptake, especially in nations like India where vaccine hesitancy has multiple dimensions. Our study is a first step in developing a holistic understanding of behavioral, logistical, and attitudinal factors contributing to vaccination decisions in India.
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