The VaxSocial model integrates digital engagement and offline mobilization to reduce vaccine hesitancy and increase immunization uptake in urban Nigeria. Designed to address persistent barriers-misinformation, fear, and weak health system trust-the model connects Caregivers of children and adolescents eligible for routine immunization to vaccine services through a hybrid SBCC approach. Between January and October 2025, over 53,000 Caregivers were onboarded via the askNivi chatbot, which provided tailored vaccine information, reminders, and geo-targeted referrals to nearby Primary Health Centers (PHCs). Of these, 26,677 received PHC referrals, and 1,400 scanned QR codes at PHCs, confirming offline redemption within three months.
Offline mobilization was led by Community Health Volunteers (CHVs), Proprietary Patent Medicine Vendors (PPMVs), and religious/traditional leaders, each equipped with unique QR codes to track Caregiver Immunization Journeys from awareness to action. Qualitative feedback revealed that Caregivers were motivated by a combination of digital prompts or nudges and trusted community voices, reinforcing behavioral intent.
The model demonstrates how AI-driven communication, youth-led social media advocacy, and grassroots mobilization can work in concert to build vaccine confidence. It offers a replicable framework for SBCC practitioners seeking to move beyond awareness into measurable action. By embedding digital tools within trusted community systems, VaxSocial advances a resilient, inclusive, and data-informed approach to immunization demand creation.
The VaxSocial model integrates digital engagement and offline mobilization to reduce vaccine hesitancy and increase immunization uptake in urban Nigeria. Designed to address persistent barriers-misinformation, fear, and weak health system trust-the model connects Caregivers of children and adolescents eligible for routine immunization to vaccine services through a hybrid SBCC approach. Between January and October 2025, over 53,000 Caregivers were onboarded via the askNivi chatbot, which provided tailored vaccine information, reminders, and geo-targeted referrals to nearby Primary Health Centers (PHCs). Of these, 26,677 received PHC referrals, and 1,400 scanned QR codes at PHCs, confirming offline redemption within three months.
Offline mobilization was led by Community Health Volunteers (CHVs), Proprietary Patent Medicine Vendors (PPMVs), and religious/traditional leaders, each equipped with unique QR codes to track Caregiver Immunization Journeys from awareness to action. Qualitative feedback revealed that Caregivers were motivated by a combination of digital prompts or nudges and trusted community voices, reinforcing behavioral intent.
The model demonstrates how AI-driven communication, youth-led social media advocacy, and grassroots mobilization can work in concert to build vaccine confidence. It offers a replicable framework for SBCC practitioners seeking to move beyond awareness into measurable action. By embedding digital tools within trusted community systems, VaxSocial advances a resilient, inclusive, and data-informed approach to immunization demand creation.
Foyer Americas International Social and Behavior Change Communication Summit info@sbccsummit.orgTechnical Issues?
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