Communication campaigns for Covid-19 vaccines need to be strategic, consider social and human aspects and emphasise the value of vaccination with conviction. Kalyani Rajan, Visiting Senior Fellow, Artha Global and Shilpa Rao, Former Head of State Engagements, Artha Global argue that the public vaccination drive in India needs the design of a smarter communication plan to increase proliferation.
“Third, there is both fatigue and lack of awareness of the importance of Covid-appropriate behaviour (both pre and post vaccination). Any future communication campaigns, therefore, need to emphasise the value of the Covid-19 vaccine not just from the lens of prevention of serious disease and fatality but by stating with conviction this it is currently the best and only known path to restoration of normalcy in our lives. Here lies the answer for “why should I” and the most compelling motivation for anyone to opt for the vaccine.
India has a rich history of having successfully eradicated insurmountable diseases through public vaccination campaigns. It is the country’s responsibility to stop the spread of the coronavirus disease and treat infected patients. But it is an individual’s responsibility to manage their lives and families and do their bit. If each and every one of us has a strong enough personal motivation, we are more likely to do our bit by opting for the vaccine as and when offered.”
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