通过社交媒体上的社交和行为改变沟通策略减少新冠肺炎疫苗犹豫（英）2025

DECEMBER 2024Reducing COVID-19Vaccine Hesitancy withSocial and Behavior ChangeCommunication Strategieson Social Media Table of ContentsExecutive Summary1.Introduction2.Project Overview3.Impacts4.Lessons Learned5.Recommendations for Future Projects6.Next Steps7.Conclusion 6102128323539 Executive SummaryThe COVID-19 pandemic significantly disrupted daily life and exacerbated global inequalities, leadingpolicymakers to seek innovative, evidence-based solutions to mitigate its impacts. By March 2023,the pandemic had resulted in approximately 6.88 million reported deaths and 14.83 million excessdeaths globally. The development and approval of COVID-19 vaccines changed the pandemic’strajectory, but disparities in vaccine supply and demand led to persistent global vaccine coverageinequalities. Vaccine hesitancy, particularly in low- and middle-income countries (LMICs), was a majordriver of these disparities.To address vaccine hesitancy, the Alliance for Health Online (AHO) and the World Bank’s Mind,Behavior, and Development (eMBeD) Unit within Development Impact (DIME) developed a globalresearch program leveraging social media and behavioral science.This program aimed to diagnosebarriers to vaccine uptake, identify effective behaviorally informed communications, and developpublic goods to support while introducing innovative approaches such as chatbot functionalityand fostering partnerships with the private sectorThe program involved rapid diagnostics and message testing through online experiments,reaching 230,000 respondents across 25 countries, supporting an estimate of $700m inWorld Bank vaccine operations in these 25 countries.Additional activities included boosting resistance to misinformation with a WhatsApp chatbot gameand capacity building for behaviorally informed social and behavioral change communications (SBCC)interventions.The project achieved significant impacts, including:•Increased vaccine confidence through behaviorally informedmessaging and the identification of effective messengers.•91% of World Bank project leads found the support effective.•82% noted increased confidence in their work.•64% reported improved intervention design.•46% confirmed operational goal achievement.•82% indicated a likelihood to apply behavioral insights in future projects.•Moderate stakeholder buy-in remains an area for growth.•All World Bank project leads expressed interest in exploring socialmedia and behavioral science to enhance impact further. KNOWLEDGE PRODUCTS13THE NUMBER OF RESEARCH PAPERS /WORKING PAPERS PRODUCEDREACH213,562THE NUMBER OF PEOPLE REACHED VIATHE RESEARCH7,277THE NUMBER OF PEOPLE WHO WATCH THEEVENT LIVE AND AFTERWARD8,300THE NUMBER OF VIEWS AND DOWNLOADSOF PUBLICATIONS, KNOWLEDGE PRODUCTSAND BLOGSINFLUENCE POLICYMAKERS / OPERATIONS25THE NUMBER OF COUNTRIES AND TERRITORIESTHE RESEARCH/ PROGRAMS TOUCHED The use of social media for data collection and testingproved to be fast and economical, with Facebookdata showing comparable results to other surveymodalities. The project also highlighted the importanceof tailoring communication to distinct personas andevolving situations.In summary, the AHO and World Bank’s research programdemonstrated the potential of combining social mediaand behavioral science to address vaccine hesitancy andpromote public health. Building on these achievements,the recommended next steps include:•Developing AI-powered tools to provide real-time,personalized guidance for Social and BehavioralChange Communication (SBCC) interventions,improving the cultural relevance and effectivenessof health messaging.•Implementing cost-effectiveness analyses tooptimize the return on investment (ROI) for socialand behavior change communications for health,helping to prioritize strategies in low-resourcesettings.•Utilizing digital platforms to deliver low-cost,personalized training for healthcare workers,enhancing continuous learning and access to up-to-date protocols.•Deploying conversational tools, such as chatbots,to assist community health workers in addressingspecific health concerns, including vaccineconfidence, in local languages via accessibleplatforms like WhatsApp.•Leveragingdigital platforms and mobileapplications to support community members inmanaging non-communicable diseases (NCDs)through personalized health tips and behaviortracking, reducing the burden on healthcaresystems. Introduction COVID-19 upended daily life and exacerbated global inequalities, prompting policymakers toseek innovative, evidence-based solutions to mitigate impacts of the pandemic by promotingvaccine acceptance and take-up.The pandemic resulted in about 6.88 million reported deathsglobally by March 2023 (Johns Hopkins University, 2023) and 14.83 million excess deaths includingthose directly caused by the crisis and those resulting from indirect impacts like healthcare disruptions(Msemburi et al., 2023). The development and regulatory approval of COVID-19 vaccines changedthe trajectory of the pandemic, bu