Tackling COVID-19 vaccine hesitancy
Addressing misinformation is a shared responsibility. In Europe, the Red Cross Red Crescent network is looking into people’s concerns and responding to them through door-to-door awareness-raising, mass campaigns and other initiatives.
“Vaccines give you COVID-19.”
“They cause infertility.”
“Needles inject you with microchips.”
In a globalized world, misinformation can spread faster than a virus, with far-reaching consequences.
Fake news and the lack of reliable or tailored information — among other factors — have resulted in worrying vaccine hesitancy levels in many countries across Europe, slowing down immunization rollouts even where doses are available. This is hampering collective efforts to save lives, overburdening health systems, and — together with the anger sparked by new lockdowns and restrictions — has led to violent incidents across the region.
Meanwhile, Europe is again the global epicentre of the pandemic: last week, more than 28,000 people died of COVID-19 and two million cases were reported[i] — that is double compared to a month ago.
Fears and worries
Many people are worried about the safety of vaccines, “rushed processes” or potential side effects. Others don’t want to get vaccinated for different reasons. These fears and worries are legitimate and must be treated as such. That is why community participation and outreach has been a core pillar of the IFRC’s COVID-19 response.
National Red Cross and Red Crescent Societies across Europe are working with health authorities and partners on COVID-19 prevention and response. This includes renewed efforts to reduce vaccine hesitancy and encourage vaccine acceptance and uptake through a wide range of activities — from audiovisual campaigns to door-to-door awareness-raising, health caravans and other group and one-one-one activities, with the general public as well as specifically vulnerable people.
The International Federation of Red Cross and Red Crescent Societies (IFRC) is supporting these initiatives through technical assistance and the COVID-19 Emergency Appeal launched in 2020.
“Tackling misinformation is a shared responsibility. We all need to do our part. At the local level, our priority is to disseminate accurate information, adapting it to individual needs and contexts and engaging in constructive dialogues with the community to increase vaccine acceptance and uptake,” said Sherry Joseph, Emergency Health Delegate at IFRC’s Regional Office for Europe.
Leaflets, posters, videos and informative sessions
In person awareness-raising plays a key role in the fight against vaccine hesitancy. Olena Bakay is working at the Donetsk branch of Ukrainian Red Cross, providing crucial support in that regard:
“As a Red Cross volunteer, I inform people both through group and one-on-one sessions. We explain to people what vaccination is about and its benefits, underlining that it is voluntary and that decisions should be based on information from reliable sources. We also advise people to consult with their family doctors, especially when they worry about potential risks for chronic health conditions,” she explained.
Ukrainian Red Cross has conducted dozens of information sessions around the importance of getting vaccinated at public health structures, education facilities and with local authorities. They have also produced six videos on how vaccines work and related topics, disseminating them through multiple channels, and have distributed more than 200,000 copies of leaflets and posters in various locations.
Monitoring rumours, addressing people’s concerns
‘Vaccines increase the risks of heart attack.’ Or: ‘Coronavirus has lost its potency.’ Or: ‘The virus is actually a chemical product.’
With IFRC support, Turkish Red Crescent has been monitoring rumours on COVID-19 in Turkey through Knowledge, Attitude and Practices (KAP) assessments and a feedback mechanisms to address and cover information gaps, beliefs and misconceptions. These are now systematically verified and addressed, using brochures, videos and focus group discussions on vaccination and related issues.
‘If you want people to listen to you, you need to listen to people first.’ With that motto, Georgia Red Cross has also been collecting perceptions on COVID-19 vaccination to better understand the driving factors behind vaccine hesitancy and produce actionable recommendations for increasing acceptance in the country. Through its country-wide volunteer network, Georgia Red Cross continues to engage with remote and rural communities to support people in making informed decisions to get vaccinated and to facilitate the vaccination process for those with difficulties accessing vaccines due to physical, social and cultural barriers.
Leveraging digital technology and social media
New technologies and platforms can also be used to tackle common myths in other ways.
In March, for example, the Kazakhstan Red Crescent and the IFRC launched a social media chatbot to share accurate, trusted information about COVID-19. This is a computer program that interacts with people through social media: when someone asks it a question or comment, the chatbot automatically provides an answer, directs people to the service they want, or passes on the remark.
Specifically on vaccine hesitancy, National Red Cross and Red Crescent Societies and the IFRC are regularly disseminating awareness-raising cards and infographics through social media platforms that reach thousands of people at a time — with user-friendly information around vaccination.
Mass campaigns
Traditional media and other digital channels can also be powerful allies for vaccine acceptance.
Earlier this year, British Red Cross launched a nationwide campaign to tackle vaccine hesitancy particularly among black, Asian and minority ethnic communities that included new research, a film and an information hub. They stressed that having an “informed conversation with loved ones about the vaccine is a kind thing to do, that saves lives.” This initiative contributed to building confidence in the COVID-19 vaccine, “which will ultimately save lives.”
Austrian Red Cross also ran a public information initiative, ‘Austria Vaccinates’ to share reliable, objective information about the vaccination process. There was a substantial increase in the percentage of respondents saying they would certainly like to be vaccinated from December 2020 to January 2021 (20 to 39 per cent), and a decrease in those who would refuse vaccination.
Peer-to-peer education in prisons
The pandemic has disproportionately affected detention facilities worldwide. Not in Ireland, however, where no prisoner has died of COVID-19 and as of September nearly 90% of inmates were vaccinated.
A community-based health and first aid programme by Irish Red Cross has been essential for that: 200 inmates trained and supported by Irish Red Cross are serving as volunteers and peer-to-peer educators in 12 prisons across the country, with a focus on COVID-19. They are active in addressing vaccine hesitancy amongst prisoners, providing accurate information, building trust and helping counter misinformation.
Time is of the essence
People’s concerns must be treated with respect and addressed. It is crucial for individuals’ benefit and our regional response to this devastating pandemic.
“In Europe, many countries with low vaccination rates are at record levels in terms of COVID-19 infections. Hospitalizations are increasing mainly among unvaccinated people. We need to address people’s fears, concerns and misconceptions so everyone can get protected and protect others,” concluded Joseph.
Story: By Ainhoa Larrea, IFRC
Learn more:
Global Disaster Preparedness Centre — Vaccination against COVID-19
Collective Service for Risk Communication and Community Engagement (RCCE)
Psychological First Aid for vaccine hesitancy for COVID-19 — Training toolkit
- Pocket guide for community engagement and accountability practitioners
- Vaccine misinformation management field guide
[i] https://who.maps.arcgis.com/apps/dashboards/ead3c6475654481ca51c248d52ab9c61
