Targeting the “Movable Middle:” Generating Demand for Vaccinations in Côte d’Ivoire

  • Focus on reaching those who wanted to get the vaccine and those who could be persuaded to get it rather than trying to reach those who were set against it. In other words, they targeted those in the “movable middle” and the “vaccine enthusiasts.”
  • Recruit site clients as ambassadors and encourage them to recruit three family members/friends for immunization.
  • Build approval from community leaders. For example, faith leaders were invited to the site opening to answer their questions and address any concerns.
  • Create strong, positive social norms around COVID-19 vaccination and underscore its safety.
  • Use radio interviews with site operators to promote the site to make people aware of the site and to stress the ease of getting a shot.
  • Utilize referrals from the nearby testing site to drive traffic to the immunization site.
  1. Are you vaccinated?
  2. Why aren’t you vaccinated?
  3. What could be done to help you overcome [stated barrier]
  4. If you decided to get vaccinated, what would [make it easier] to do it today?

--

--

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store