UNICEF

In Papua New Guinea, routine immunization rates have been in decline since the 1980s. Notably, the rate of decline increased after COVID-19, with local vaccine confidence rates amongst the world’s lowest.

A partnership, led by UNICEF PNG engaged us to create and deliver a campaign that would educate mothers, mothers-to-be and healthcare workers about the need for routine immunization.

There were multiple roadblocks, including limited access to vaccines and services, gender role biases, and a lack of knowledge and trust in immunization; with many favoring traditional remedies.

To educate the public and arm health care professionals, we created The Routine Immunization Toolkit.

Messaging was carefully crafted to overcome behavioural and attitudinal barriers and model desired behaviour.

1. Improve caregivers’ vaccine literacy
2. Promote health seeking behaviour
3. Encourage vaccination of women against tetanus
4. Build trust and visibility in health services
5. Reinforce the role of community leaders
6. Emphasize the importance of community immunity

With low literacy rates among our audience, the use of strong visuals and animation was key for ensuring our messages would be understood.

We also paid attention to include visuals of males to bring awareness to their shared role in providing health care for their child.

The work is currently in market and we’re eager to see an increase in routine immunization rates across the country – because every child in PNG deserves to grow up healthy!