Emphasizing the Positive: the Aspirational Communication Model

According to the CDC, “often a crisis results in changes in the way the future is viewed.” It can lead to a new “sense of strength and empowerment,” a “renewed sense of community,” and “opportunities for growth and renewal.” Tapping into positive emotions like these—and appealing to people’s aspirations for themselves and their communities—can power up persuasion and motivation. To drive positive behaviors, public health messaging needs to speak to the heart and the head.

The Aspirational Communication Model provides a systematic, science-based approach to communicating with maximum motivating power. Drawing from motivational, cognitive, and social psychology, the model suggests that you achieve greater levels of interest and engagement when you connect with people on multiple levels.

Source: Emphasizing the Positive: the Aspirational Communication Model

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    ‘Get Boosted’ Facebook Campaign

    Even if you feel healthy and young at heart, you should take steps to stay that way — like eating vegetables, wearing a seatbelt, and staying active.

    Getting boosted for COVID-19 should be just another smart thing to add to your health checklist, especially with omicron’s contagiousness. (And even if you’ve had COVID in the past, it’s still a good idea to get a booster!)

    Source: ‘Get Boosted’ Facebook Campaign

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      Understanding the behavioural and social drivers of vaccine uptake

      This is the first position paper to be published by WHO on the behavioural and social drivers (BeSD) of vaccine uptake. It summarizes the development of new tools and indicators to assess the BeSD of vaccine uptake for childhood and COVID-19 vaccination, enabling decision-makers on immunization policy, programme managers, and partners to address under-vaccination through an enhanced understanding of the underlying causes.

      Source: Understanding the behavioural and social drivers of vaccine uptake

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        General Information about COVID-19

        This is a poster in English explaining general information about COVID-19, including the prevention activities even after a person is vaccinated.

        Source: General Information about COVID-19

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        Rumor Tracking & Management Guide

        The rumor tracking and management guide developed to address collected COVID-19 rumors through development of the factsheet.

        Source: Rumor Tracking & Management Guide

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        Print Materials for Ghana’s Vaccination Campaign

        These print materials were developed by the Ghana Health Service to create visibility and inform eligible vaccinators about vaccine availability and vaccination sites across the regions, districts, and communities. The poster shows the segmented populations- who are eligible to take COVID-19 vaccines, including pregnant women. The leaflet contains basic facts about the COVID-19 vaccine and serves as talking points to Community Health Workers for facilitating interpersonal communication at the vaccination sites.

        Source: Print Materials for Ghana’s Vaccination Campaign

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          Comic Strip: Health Care Workers Who Get Vaccinated Are Heroes

          Health workers like you are putting their trust in science, getting the COVID-19 vaccine, and feeling more confident treating patients. You can feel safer at work too.

          Source: Comic Strip: Health Care Workers Who Get Vaccinated Are Heroes

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            Social listening supports COVID-19 Communication response in the Philippines

            USAID Breakthrough ACTION worked with the Philippines’ Department of Health and Evident Marketing Communications to set up social listening scans on COVID-19 information, prevention and treatment, and vaccine confidence. These scans help DOH navigate shifting narratives and counter misinformation and disinformation while promoting COVID-19 prevention behaviors. They are also useful for decision-making and evaluation and helpful in documenting lessons learned to continuously improve SBC approaches.

            Source: Social listening supports COVID-19 Communication response in the Philippines

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              Guide Book: Campaign – Community Involvement and the Important Message of COVID-19 Vaccination for the Elderly

              In general, this book aims to provide implementation guidance to accelerate access for elderly to COVID-19 vaccination, through Communications Campaign and Community involvement activity. This book specifically aims to:

              1. Be a guide for preparing campaign and community involvement plans for COVID-19
                Program manager, communications manager and other related stakeholder that contribute
                to increase the outreach of messages for elderly COVID-19 vaccination.
              2. Coordinate important messages on COVID-19 vaccinations for the elderly as well
                COVID-19 preventive behavior.
              3. Simplification of vaccination messages to encourage the elderly to participate in
                COVID-19 vaccination program.

              Source: Guide Book: Campaign – Community Involvement and the Important Message of COVID-19 Vaccination for the Elderly

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