Building Bridges through digital innovation: Deepening Trust and Connection in Vaccine Communication

This session will provide a first look at the findings from the global evaluation of the VaxSocial programme, showcasing unique insights and practical lessons on how digital tools, when grounded in local relationships, can deepen trust and move families from conversation to vaccination.

Social media has become a powerful space for building relationships and shaping public health conversations. VaxSocial, supported by the Gavi Alliance and Advancing Health Online, is pioneering how digital platforms strengthen vaccine confidence and routine immunization through data-driven, community-led approaches.

Implemented across Indonesia, India and Nigeria, VaxSocial combines community storytelling, behavioural science, evidence based messaging, and trusted messengers to strengthen the human connections that drive change. Five country-led projects test pathways from WhatsApp groups and chatbots to SMS and microsites, all delivered through the same trusted people who connect with communities offline. These digital spaces create open dialogue, quick responses and collective problem-solving. 

VaxSocial's programs have operationalized trust through an integrated digital journey: from broadcast (mass-reach social), signpost (to services), facilitate (dialogue via WhatsApp/chatbots/SMS), and support (HCW communities and follow-up), advancing established practices of trust and storytelling in SBCC.

Early findings highlight how digitally mediated trust - anchored in local relationships - can deepen vaccine confidence and sustain demand when services stall. In Indonesia, the Ministry of Health has started integrating VaxSocial workflows into routine immunization communications. 

The session will bring together final findings and best practice from across the programme, providing attendees with practical recommendations on how best to design and implement integrated SBC programmes.