Insights Report: Increasing Willingness to Vaccinate in Sub-Saharan Africa

This Insights Report from Johnson & Johnson shares the background on their research, research about increasing willingness to vaccinate and lessons learned about what does not work to increase willingness to vaccinate in Sub-Saharan Africa. Some of the research shows that the messengers are just as important as the message itself as the research finds that government officials are not credible or persuasive sources of information when it comes to vaccines, nor are celebrities. The report also groups individuals based on their vaccine readiness into the following segments and suggests approaches for each segment: confident enthusiasts, enthusiastic pragmatists, vaccine ambivalents, vaccine skeptics and COVID cynics. The report suggests that it is possible to address low vaccine acceptance as long as individuals’ unique barriers and concerns are acknowledged, those concerns are addressed in a way that speaks to their values and makes the message personal to them, and trusted figures deliver the messages.

Source: Insights Report: Increasing Willingness to Vaccinate in Sub-Saharan Africa

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Vaccine Campaign Impact Measurement Report – Nigeria

This research report presents results of a study funded by Johnson & Johnson on Breakthrough ACTION’s ongoing national mass media campaign to promote COVID-19 vaccination in Nigeria, entitled “Follow Who Know Road.” The report shows that out of the 26 million people the campaign reached who were unvaccinated, 14 million later received a vaccine dose and 5 million wanted to get one.

Source: Vaccine Campaign Impact Measurement Report – Nigeria

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Follow Who Know Road TV Spots

The ‘Follow Who Know Road’ television spots are one-minute videos explaining why vaccination against COVID-19 is essential.


  • Episode 1
  • Episode 2
    • Madam Naija learns that the COVID-19 vaccines are safe for pregnant women and nursing mothers.
  • Episode 3
    • Madam Naija is ill and unwilling to go to the hospital. Fifi urges her to go to the hospital and get tested for COVID-19.
  • Episode 4
    • Madam Naija finally goes to the hospital, and Aproko Doctor informs her that he needs to carry out various tests before she can be treated.
  • Episode 5
    • Madam Naija tests positive for COVID-19 and was told to stay isolated for a period. Her husband reminds her that refusal to do this affects the entire family.
  • Episode 6
    • Madam Naija is now a COVID-19 vaccine supporter and believes the vaccines would protect her and her family.
  • Episode 7
    • Madam Naija encourages people in the market to vaccinate against COVID-19, citing her experience with the disease.
  • Episode 8
    • Madam Naija and Fifi encourage Mama T’s customer to get vaccinated against COVID-19, even though he worries that the vaccine may affect his hypertension.
  • Episode 9
    • Fifi encourages a customer at Mama T’s restaurant to get his booster dose of the COVID-19 vaccine.

    Views 1184