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Engaging Communities and Shaping Social Norms

Evidence based social and behavioral change activities focus on improving community awareness and knowledge, creating and continually reinforcing positive social norms towards immunization, as well as providing individualized reminders on where/when to go for services and timely motivational ‘nudges’ to help bridge the ‘intention to action’ gap.

 Ideas in this category may touch on norm setting, behavior nudging, and social/behavioral adjustments via technology or community programming. Some approach examples include:

  • Increasing community and caregiver knowledge, attitudes, and intentions to vaccinate 

  • Creating or reinforcing social norms for immunization and other health seeking behaviors 

  • Providing timely behavioral nudges or prompts to caregivers, such as through SMS and 
interactive voice response (IVR) messaging


Some successful examples already noted in the field:

  • Tailoring Immunization Programs or Human Centered Design toolkits for the local context, to involve communities in the design of culturally sensitive social and behavior change interventions to reach the under-immunized in urban slums, remote, marginalized and/or conflict affected communities
  • Designing targeted and tailored behavior and social change interventions to reach your priority missed or under-immunized groups, tailoring strategies, approaches and messaging accordingly
  • Developing specific strategies to address equity barriers and challenges related to conflict affected areas, migrant populations, urban poor and for illiterate or low educated caregivers
  • Finding creative ways to increase immunization card retention, and/or use culturally appropriate  ‘wearables’ such as bangles to serve as schedule reminders

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An automatic and personalised vaccination reminder tool for caregivers, coupled with a tracking system for drop outs.

An automatic and personalised vaccination reminder tool for caregivers, coupled with a tracking system for drop outs.

Photo of Conrad Tankou
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RemHealth an offline based immunization service tracker with components including immunization reminder and immunization history.

RemHealth an offline based immunization service tracker with components including immunization reminder and immunization history.

Photo of Tochukwu Egesi