Listen, Innovate, Reach: Enhancing Vaccine Uptake Strategy in Fiji

Fiji faced challenges with low vaccine uptake despite intensified communication efforts. The solution involved establishing a dedicated Social Listening Subgroup to gather feedback from various sources and inform operational strategies. This approach led to improved understanding of community sentiment, integration of services, and effective communication strategies, ultimately resulting in a significant vaccination rate increase among the population. Key learnings highlight the importance of social listening and transparent communication in building trust during evolving situations like the COVID-19 pandemic.

• Fiji
• Vaccine Uptake
• Social Listening
• Communication Strategies
• Public Health

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1. Listen. Innovate. Reach. Fiji National RCCE Working Group Kshitij Joshi Chief SBC, UNICEF Pacific MCO

2. The Problem Situation overview Problem statement Lowvaccine uptake despite intensified RCCE targeting people over 60years and people living with disabilities. March 10,2021,Fiji launched its COVID-19vaccination drive for frontline workers. Fiji reported itsfirstcommunity COVID-19case on April 19,2021, due to abreach in protocol. Misconceptions and misinformation on vaccinationfor pregnant women at the peak of community transmission. Shift in vaccineroll-out strategy to includeeveryone over 18years. 66

3. The Solution Actions Measurement Establishment of dedicated Social Listening Subgroup under multi-partner RCCE Working group Triangulatedfeedbackfrom online and offline sources National 158 hotline Talkwalker social mediamonitoring Meltwater news portal monitoring Communityfeedbackgathered by Whole of Government mobilizers Changesin operationalstrategies based on feedbackto the Incident Management Team(IMT) Updated RCCE messagingframework and approaches Daily briefing to Incident Management Team (IMT) - COVID-19 command centre to coordinate with the work of otherresponse pillars. Concerns addressed byPrincipalSecretary, Healthin hisdaily addressto thenation Vaccine uptakeby peopleover the age group of 60, pregnant women and peoplelivingwith disability 67

4. Outcomes and Key Learnings Outcomes and Impact Key Learnings Sociallisteningis equallycriticalto inform operationalstrategiesas RCCE messaging and approaches. Monitoring, analyzing and triangulation of offlineand onlineinformation sources increases the chancesof obtaininga more nuanced understandingof what peopleare saying and the realityon the ground. Drive-thru vaccination sites to facilitate access for older people and PLWD Integration of vaccination with routineANC services Timely,transparent,and regular communication are effective in buildingtrust in a constantly evolvingcontext, such as COVID-19. 95% 18 years and older One Yearfully vaccinated 68

5. Kshitij Joshi Chief SBC, UNICEF Pacific MCO kjoshi@unicef.org THANK YOU