WEBVTT 00:00:00.000 --> 00:00:03.381 align:middle line:90% [MUSIC] 00:00:03.381 --> 00:00:07.740 align:middle line:90% 00:00:07.740 --> 00:00:10.710 align:middle line:84% SVEA CLOSSER: So first, let's talk about context. 00:00:10.710 --> 00:00:12.810 align:middle line:84% In order to be effective, health communications 00:00:12.810 --> 00:00:14.400 align:middle line:90% need to be tailored. 00:00:14.400 --> 00:00:16.470 align:middle line:84% So in the next few slides, we'll see 00:00:16.470 --> 00:00:18.450 align:middle line:84% how UNICEF has designed strategies 00:00:18.450 --> 00:00:22.020 align:middle line:84% to tailor communication to the epidemiologic profile 00:00:22.020 --> 00:00:24.710 align:middle line:90% of a given country. 00:00:24.710 --> 00:00:27.430 align:middle line:84% So when you think about the Polio Eradication Initiative 00:00:27.430 --> 00:00:30.190 align:middle line:84% in 2020, there are a couple different kinds 00:00:30.190 --> 00:00:32.439 align:middle line:90% of epidemiological contexts. 00:00:32.439 --> 00:00:35.650 align:middle line:84% One of them is where polio is endemic, 00:00:35.650 --> 00:00:38.500 align:middle line:84% meaning where transmission has never been interrupted, 00:00:38.500 --> 00:00:41.950 align:middle line:84% or where there's been an outbreak that has continued 00:00:41.950 --> 00:00:43.610 align:middle line:90% for more than six months. 00:00:43.610 --> 00:00:46.480 align:middle line:84% And this is a particularly challenging communications 00:00:46.480 --> 00:00:49.180 align:middle line:84% context, because people in these areas 00:00:49.180 --> 00:00:53.097 align:middle line:84% may have been hearing polio messages for the last 20 years. 00:00:53.097 --> 00:00:55.180 align:middle line:84% And at least early on, and a lot of those messages 00:00:55.180 --> 00:00:57.910 align:middle line:84% may have talked about the imminence of eradication, 00:00:57.910 --> 00:00:59.680 align:middle line:84% and when it didn't happen, people 00:00:59.680 --> 00:01:03.105 align:middle line:84% may be less likely to listen to polio messaging. 00:01:03.105 --> 00:01:04.480 align:middle line:84% So let's look at the key messages 00:01:04.480 --> 00:01:07.960 align:middle line:84% that you might want to promote in a setting like this. 00:01:07.960 --> 00:01:10.470 align:middle line:90% 00:01:10.470 --> 00:01:12.590 align:middle line:84% First, you have to think about the challenges. 00:01:12.590 --> 00:01:14.870 align:middle line:84% There may be fatigue and mistrust, 00:01:14.870 --> 00:01:18.360 align:middle line:84% due to repeated messaging and repeated campaigns. 00:01:18.360 --> 00:01:22.310 align:middle line:84% So, for example, in Afghanistan, and Pakistan, northern Nigeria, 00:01:22.310 --> 00:01:24.890 align:middle line:84% which are the really endemic places that 00:01:24.890 --> 00:01:27.530 align:middle line:84% had been going on for a long time in polio, 00:01:27.530 --> 00:01:30.200 align:middle line:84% you may have over 10 campaigns a year, 00:01:30.200 --> 00:01:33.470 align:middle line:84% with communications campaigns going around these vaccination 00:01:33.470 --> 00:01:36.080 align:middle line:84% campaigns, and this could have been happening for the last 20 00:01:36.080 --> 00:01:36.800 align:middle line:90% years. 00:01:36.800 --> 00:01:38.660 align:middle line:84% People might have stopped listening. 00:01:38.660 --> 00:01:42.230 align:middle line:84% Second, one of the issues with these areas, 00:01:42.230 --> 00:01:44.450 align:middle line:84% and often one of the factors leading into the fact 00:01:44.450 --> 00:01:46.580 align:middle line:84% that they still have polio transmission, 00:01:46.580 --> 00:01:49.370 align:middle line:84% there may be large numbers of mobile populations 00:01:49.370 --> 00:01:51.300 align:middle line:90% that may not be immunized. 00:01:51.300 --> 00:01:55.220 align:middle line:84% So these are often really tough to reach populations, refugees, 00:01:55.220 --> 00:01:59.630 align:middle line:84% pastoralists, people who are outside the reach 00:01:59.630 --> 00:02:02.750 align:middle line:84% of the standard communications messaging system. 00:02:02.750 --> 00:02:05.360 align:middle line:84% They may not have television, for example, 00:02:05.360 --> 00:02:07.880 align:middle line:84% so you may have to think about different ways to reach them. 00:02:07.880 --> 00:02:09.620 align:middle line:84% Third, and this is UNICEF's language, 00:02:09.620 --> 00:02:11.870 align:middle line:84% there may be traditional or cultural views biasing 00:02:11.870 --> 00:02:14.120 align:middle line:90% caregivers against vaccines. 00:02:14.120 --> 00:02:15.710 align:middle line:84% As an anthropologist, I tend to think 00:02:15.710 --> 00:02:18.140 align:middle line:84% that no view about vaccines is ever traditional, 00:02:18.140 --> 00:02:20.720 align:middle line:84% people have not had vaccines for that long. 00:02:20.720 --> 00:02:23.185 align:middle line:84% So any ideas about vaccines are inherently modern. 00:02:23.185 --> 00:02:24.560 align:middle line:84% But the point here, is that there 00:02:24.560 --> 00:02:28.430 align:middle line:84% may be narratives about vaccines that people are talking 00:02:28.430 --> 00:02:31.670 align:middle line:84% about collectively, that may not line up with the communications 00:02:31.670 --> 00:02:34.450 align:middle line:90% objectives we want to. 00:02:34.450 --> 00:02:37.730 align:middle line:84% There may be regional insecurity or instability, 00:02:37.730 --> 00:02:40.150 align:middle line:84% which, as we've discussed throughout this course, 00:02:40.150 --> 00:02:43.030 align:middle line:84% makes all kinds of things very difficult, including 00:02:43.030 --> 00:02:44.560 align:middle line:90% communications. 00:02:44.560 --> 00:02:47.410 align:middle line:84% Communities may have really pressing issues. 00:02:47.410 --> 00:02:49.840 align:middle line:84% If they're in the context of a war zone, 00:02:49.840 --> 00:02:51.700 align:middle line:84% the messaging about polio immunization 00:02:51.700 --> 00:02:54.940 align:middle line:84% is unlikely to make it to the top of their minds, 00:02:54.940 --> 00:02:56.710 align:middle line:84% and the same is true of health workers. 00:02:56.710 --> 00:02:58.990 align:middle line:84% Finally, there is a very difficult communication 00:02:58.990 --> 00:03:02.180 align:middle line:84% challenge around a vaccine-derived poliovirus. 00:03:02.180 --> 00:03:05.770 align:middle line:84% So, as we've discussed, vaccine-derived poliovirus 00:03:05.770 --> 00:03:10.690 align:middle line:84% is circulating poliovirus that came from a vaccine virus. 00:03:10.690 --> 00:03:13.570 align:middle line:84% Now, the way to prevent this, is actually to vaccinate, 00:03:13.570 --> 00:03:16.780 align:middle line:84% but that's a very complicated communications challenge. 00:03:16.780 --> 00:03:20.230 align:middle line:84% People may have heard that polio came from a vaccine. 00:03:20.230 --> 00:03:23.470 align:middle line:84% That may make them more worried about giving the vaccine 00:03:23.470 --> 00:03:24.640 align:middle line:90% to their children. 00:03:24.640 --> 00:03:26.650 align:middle line:84% And the messaging that the way you prevent 00:03:26.650 --> 00:03:29.363 align:middle line:84% vaccine-derived polio is through vaccination, 00:03:29.363 --> 00:03:31.030 align:middle line:84% it's a somewhat counterintuitive message 00:03:31.030 --> 00:03:33.500 align:middle line:84% that is difficult to communicate, effectively. 00:03:33.500 --> 00:03:36.760 align:middle line:84% So, given all these challenges, you may want to take a moment 00:03:36.760 --> 00:03:38.980 align:middle line:84% and think about what are some possible communication 00:03:38.980 --> 00:03:40.348 align:middle line:90% strategies you might use. 00:03:40.348 --> 00:03:41.890 align:middle line:84% Feel free to pause the video if you'd 00:03:41.890 --> 00:03:44.140 align:middle line:84% like to do that, and think about what 00:03:44.140 --> 00:03:48.750 align:middle line:84% are some ways you could overcome these very real challenges. 00:03:48.750 --> 00:03:50.340 align:middle line:84% So here are UNICEF's strategies, and I 00:03:50.340 --> 00:03:51.632 align:middle line:90% think they're really excellent. 00:03:51.632 --> 00:03:53.960 align:middle line:84% The first thing that they say, is 00:03:53.960 --> 00:03:56.420 align:middle line:84% you have to empathize with people's frustrations. 00:03:56.420 --> 00:03:58.310 align:middle line:84% You can't just pretend they don't exist, 00:03:58.310 --> 00:03:59.990 align:middle line:90% you can't lecture to them. 00:03:59.990 --> 00:04:02.710 align:middle line:84% You have to realize that these frustrations are real, 00:04:02.710 --> 00:04:04.670 align:middle line:84% that people have been-- are tired, 00:04:04.670 --> 00:04:09.170 align:middle line:84% perhaps, of polio activities, for very rational reasons. 00:04:09.170 --> 00:04:11.390 align:middle line:84% And listening to them, empathizing 00:04:11.390 --> 00:04:14.780 align:middle line:84% with those frustrations, is a very important starting place. 00:04:14.780 --> 00:04:17.870 align:middle line:84% Along with that, it's important to think 00:04:17.870 --> 00:04:21.410 align:middle line:84% about explaining why the program is operating the way it is. 00:04:21.410 --> 00:04:23.960 align:middle line:84% Why is there the need for these repeated doses? 00:04:23.960 --> 00:04:27.230 align:middle line:84% Why is it that we feel the vaccines are, in fact, safe? 00:04:27.230 --> 00:04:29.480 align:middle line:84% You want to emphasize the need for the well-being 00:04:29.480 --> 00:04:32.300 align:middle line:84% of our children, that this is our collective responsibility, 00:04:32.300 --> 00:04:34.910 align:middle line:84% and perhaps, that this is part of the global push 00:04:34.910 --> 00:04:36.740 align:middle line:84% for eradication, that this isn't just 00:04:36.740 --> 00:04:38.310 align:middle line:90% an issue of this one community. 00:04:38.310 --> 00:04:39.455 align:middle line:90% It's a global issue. 00:04:39.455 --> 00:04:42.080 align:middle line:84% Now, as you do this, you want to have 00:04:42.080 --> 00:04:45.710 align:middle line:84% these messages synchronized, across platforms and people. 00:04:45.710 --> 00:04:48.320 align:middle line:84% So, UNICEF talks about having social media, 00:04:48.320 --> 00:04:50.252 align:middle line:84% local influencers, and religious leaders, 00:04:50.252 --> 00:04:52.460 align:middle line:84% all getting the same messages as you might be getting 00:04:52.460 --> 00:04:54.060 align:middle line:90% from mass media, for example. 00:04:54.060 --> 00:04:56.180 align:middle line:84% That's really important for increasing trust 00:04:56.180 --> 00:04:57.643 align:middle line:90% and reinforcing the messages. 00:04:57.643 --> 00:04:59.810 align:middle line:84% If the messages are different in different channels, 00:04:59.810 --> 00:05:01.410 align:middle line:90% it can confuse people. 00:05:01.410 --> 00:05:03.330 align:middle line:84% You may also have targeted communications 00:05:03.330 --> 00:05:05.490 align:middle line:84% at transit points from populations on the move. 00:05:05.490 --> 00:05:07.460 align:middle line:84% So, for some of those pastoralists, 00:05:07.460 --> 00:05:10.700 align:middle line:84% or refugee populations we talked about earlier, 00:05:10.700 --> 00:05:13.160 align:middle line:84% you might have messages on mobile vans, city buses 00:05:13.160 --> 00:05:14.300 align:middle line:90% or railways. 00:05:14.300 --> 00:05:16.400 align:middle line:84% So you can think about getting those populations 00:05:16.400 --> 00:05:19.130 align:middle line:84% with communications, you may want to rely on SMS 00:05:19.130 --> 00:05:23.120 align:middle line:84% and voice messaging for those who may have mobile phones. 00:05:23.120 --> 00:05:26.700 align:middle line:84% You may want tailored messages for different groups of people. 00:05:26.700 --> 00:05:29.210 align:middle line:84% So some groups of people are accepting the vaccine, 00:05:29.210 --> 00:05:30.830 align:middle line:90% others may be rejecting it. 00:05:30.830 --> 00:05:33.170 align:middle line:84% You may have transient populations, 00:05:33.170 --> 00:05:34.820 align:middle line:90% or people who are on the move. 00:05:34.820 --> 00:05:37.100 align:middle line:84% There may be caregivers, there may be influencers, 00:05:37.100 --> 00:05:38.058 align:middle line:90% there's health workers. 00:05:38.058 --> 00:05:39.725 align:middle line:84% These are all different groups of people 00:05:39.725 --> 00:05:41.930 align:middle line:84% with different engagements with polio eradication, 00:05:41.930 --> 00:05:44.270 align:middle line:84% and they may need messages tailored to them, in order 00:05:44.270 --> 00:05:46.160 align:middle line:90% for them to hear it the best. 00:05:46.160 --> 00:05:48.170 align:middle line:84% For example, to keep workers motivated, 00:05:48.170 --> 00:05:51.230 align:middle line:84% you might want messages focused on empathy and service. 00:05:51.230 --> 00:05:53.047 align:middle line:84% So, an example that UNICEF has, is, quote, 00:05:53.047 --> 00:05:54.380 align:middle line:90% "you're fighting the good fight. 00:05:54.380 --> 00:05:56.213 align:middle line:84% Keep protecting and vaccinating our children 00:05:56.213 --> 00:05:57.380 align:middle line:90% to eliminate polio." 00:05:57.380 --> 00:05:59.180 align:middle line:84% That's a great message for a health worker. 00:05:59.180 --> 00:06:01.388 align:middle line:84% Obviously, you wouldn't necessarily give that message 00:06:01.388 --> 00:06:02.780 align:middle line:90% to a religious leader. 00:06:02.780 --> 00:06:03.620 align:middle line:90% You might. 00:06:03.620 --> 00:06:05.180 align:middle line:84% But you want to think about tailoring 00:06:05.180 --> 00:06:06.772 align:middle line:90% your messages to your audience. 00:06:06.772 --> 00:06:08.480 align:middle line:84% For an influencer, or a religious leader, 00:06:08.480 --> 00:06:10.460 align:middle line:84% you might say, help eliminate polio 00:06:10.460 --> 00:06:12.750 align:middle line:84% by talking to parents about the safety, efficacy, 00:06:12.750 --> 00:06:16.210 align:middle line:84% and simplicity of the polio vaccine. 00:06:16.210 --> 00:06:19.120 align:middle line:84% And as these ideas suggest, it's really important 00:06:19.120 --> 00:06:21.400 align:middle line:84% to use interpersonal communications, not just 00:06:21.400 --> 00:06:23.830 align:middle line:84% mass media, especially in a setting 00:06:23.830 --> 00:06:27.400 align:middle line:84% where people are really tired of repeated messaging. 00:06:27.400 --> 00:06:29.440 align:middle line:84% Having interpersonal communication from someone 00:06:29.440 --> 00:06:31.430 align:middle line:84% they trust, is going to be really key. 00:06:31.430 --> 00:06:33.280 align:middle line:84% So, it's that interpersonal communication 00:06:33.280 --> 00:06:35.710 align:middle line:84% that's going to be used to address concerns or myths, 00:06:35.710 --> 00:06:37.270 align:middle line:90% and to build trust. 00:06:37.270 --> 00:06:39.760 align:middle line:84% For the mass media, all you can really rely on it to do 00:06:39.760 --> 00:06:42.250 align:middle line:84% is to raise awareness, to let parents know when campaigns 00:06:42.250 --> 00:06:45.280 align:middle line:84% are coming up, and to make immunization, hopefully, 00:06:45.280 --> 00:06:46.272 align:middle line:90% socially normal. 00:06:46.272 --> 00:06:47.980 align:middle line:84% But it's that interpersonal communication 00:06:47.980 --> 00:06:50.110 align:middle line:84% that you need in order to actually address 00:06:50.110 --> 00:06:51.330 align:middle line:90% things like refusals. 00:06:51.330 --> 00:06:53.980 align:middle line:84% It's very difficult to do that through mass media. 00:06:53.980 --> 00:06:55.780 align:middle line:84% And you're doing all of this, you also 00:06:55.780 --> 00:06:58.700 align:middle line:84% have to continuously refine, refresh your messaging, 00:06:58.700 --> 00:07:01.750 align:middle line:84% that you're not just rolling out the same ads again and again 00:07:01.750 --> 00:07:02.750 align:middle line:90% and again. 00:07:02.750 --> 00:07:05.770 align:middle line:84% So, as you can see, all this is quite complex, 00:07:05.770 --> 00:07:09.510 align:middle line:84% and that's just a strategy for one setting. 00:07:09.510 --> 00:07:13.180 align:middle line:84% Next, let's look at a different context, an outbreak setting. 00:07:13.180 --> 00:07:17.190 align:middle line:84% So this is a case where polio had been gone for a long time, 00:07:17.190 --> 00:07:18.600 align:middle line:90% but now there's an outbreak. 00:07:18.600 --> 00:07:20.440 align:middle line:84% When a new polio outbreak occurs, 00:07:20.440 --> 00:07:23.940 align:middle line:84% you want communications focused on ending the outbreak 00:07:23.940 --> 00:07:26.900 align:middle line:90% as quickly as possible. 00:07:26.900 --> 00:07:29.980 align:middle line:84% So the challenges in outbreak settings, as UNICEF points out, 00:07:29.980 --> 00:07:31.540 align:middle line:84% are somewhat different than the ones 00:07:31.540 --> 00:07:33.310 align:middle line:90% you have in endemic settings. 00:07:33.310 --> 00:07:36.180 align:middle line:84% In contrast to being tired of hearing about polio, 00:07:36.180 --> 00:07:37.930 align:middle line:84% there may actually be a lack of awareness. 00:07:37.930 --> 00:07:40.390 align:middle line:84% People may not know that there is a polio outbreak. 00:07:40.390 --> 00:07:42.850 align:middle line:84% There may still be rumors and resistance 00:07:42.850 --> 00:07:45.820 align:middle line:84% in a situation like this, and caregivers may not 00:07:45.820 --> 00:07:48.160 align:middle line:84% be that motivated to vaccinate their children. 00:07:48.160 --> 00:07:50.530 align:middle line:84% On the other hand, it's common that leaders 00:07:50.530 --> 00:07:53.650 align:middle line:84% with a political agenda may be using the polio outbreak 00:07:53.650 --> 00:07:54.970 align:middle line:90% to meet their own goals. 00:07:54.970 --> 00:07:57.640 align:middle line:84% So there would be all kinds of narratives about a polio 00:07:57.640 --> 00:08:00.160 align:middle line:84% outbreak, that were really sort of unrelated to the outbreak 00:08:00.160 --> 00:08:03.460 align:middle line:84% itself, and more about people using the outbreak 00:08:03.460 --> 00:08:05.860 align:middle line:90% to make political points. 00:08:05.860 --> 00:08:07.570 align:middle line:84% So you can think about this, probably, 00:08:07.570 --> 00:08:09.550 align:middle line:84% in almost any outbreak that you've experienced 00:08:09.550 --> 00:08:10.990 align:middle line:90% in your own country. 00:08:10.990 --> 00:08:13.120 align:middle line:84% Any outbreak that gets a lot of press coverage, 00:08:13.120 --> 00:08:14.537 align:middle line:84% political leaders are often trying 00:08:14.537 --> 00:08:16.600 align:middle line:84% to spin it in various ways, and polio outbreaks 00:08:16.600 --> 00:08:18.250 align:middle line:90% are no exception. 00:08:18.250 --> 00:08:20.980 align:middle line:84% Finally, a challenge can be that under the pressure 00:08:20.980 --> 00:08:23.410 align:middle line:84% of an outbreak, there can be a lot of staff 00:08:23.410 --> 00:08:25.060 align:middle line:90% hired very quickly. 00:08:25.060 --> 00:08:28.000 align:middle line:84% They may not be well paid, they may not be well trained, 00:08:28.000 --> 00:08:31.210 align:middle line:84% they may not be well motivated, they may not be the best people 00:08:31.210 --> 00:08:34.059 align:middle line:84% to be communicating polio messages 00:08:34.059 --> 00:08:36.549 align:middle line:90% in the most sophisticated way. 00:08:36.549 --> 00:08:38.870 align:middle line:84% So, as you did with the previous section, 00:08:38.870 --> 00:08:41.110 align:middle line:84% you may want to pause the video, and think about, 00:08:41.110 --> 00:08:43.720 align:middle line:84% given these challenges, what are some strategies you 00:08:43.720 --> 00:08:46.880 align:middle line:90% might use in this situation? 00:08:46.880 --> 00:08:49.180 align:middle line:84% So here are UNICEF's recommendations. 00:08:49.180 --> 00:08:53.450 align:middle line:84% Break communications in outbreak settings into two phases. 00:08:53.450 --> 00:08:55.810 align:middle line:84% The first phase is an immediate response, 00:08:55.810 --> 00:08:58.390 align:middle line:84% where you want straightforward, clear communication, 00:08:58.390 --> 00:09:00.670 align:middle line:84% talking about the outbreak, what's happening, 00:09:00.670 --> 00:09:03.580 align:middle line:84% talking about the vaccine, and where it's being given. 00:09:03.580 --> 00:09:06.080 align:middle line:84% You want these messages to be consistent. 00:09:06.080 --> 00:09:09.270 align:middle line:84% You want to train community and social mobilizers. 00:09:09.270 --> 00:09:11.290 align:middle line:84% So, again, this person to person communication 00:09:11.290 --> 00:09:12.550 align:middle line:90% is really important. 00:09:12.550 --> 00:09:14.080 align:middle line:84% Not just mass media, but you want 00:09:14.080 --> 00:09:17.080 align:middle line:84% people trained to deliver these messages in person, 00:09:17.080 --> 00:09:19.720 align:middle line:84% while using mass media as a backup, 00:09:19.720 --> 00:09:24.040 align:middle line:84% to give people background information, and to help 00:09:24.040 --> 00:09:27.290 align:middle line:90% create urgency to get immunized. 00:09:27.290 --> 00:09:29.380 align:middle line:84% So, during this first phase, the audience 00:09:29.380 --> 00:09:32.410 align:middle line:84% is particularly sensitive to communications related 00:09:32.410 --> 00:09:34.840 align:middle line:84% to the crisis, and you can think about this in any disease 00:09:34.840 --> 00:09:35.680 align:middle line:90% outbreak. 00:09:35.680 --> 00:09:38.680 align:middle line:84% When it's new, people are much more attuned to it, 00:09:38.680 --> 00:09:41.930 align:middle line:84% and much more likely to listen to information about it. 00:09:41.930 --> 00:09:44.260 align:middle line:84% So you have a window here to communicate things 00:09:44.260 --> 00:09:47.470 align:middle line:84% like the important safety and efficacy of vaccination. 00:09:47.470 --> 00:09:52.540 align:middle line:84% Once this initial time period has passed, 00:09:52.540 --> 00:09:54.700 align:middle line:84% we move into what UNICEF calls phase 2, 00:09:54.700 --> 00:09:58.270 align:middle line:84% or an adaptive response, which is a little more of a long term 00:09:58.270 --> 00:09:59.390 align:middle line:90% issue. 00:09:59.390 --> 00:10:01.990 align:middle line:84% So, at this point, you may have barriers arising, 00:10:01.990 --> 00:10:03.847 align:middle line:84% you may know what some problems are, 00:10:03.847 --> 00:10:05.680 align:middle line:84% and you may need to adapt your communication 00:10:05.680 --> 00:10:08.380 align:middle line:84% to address those specific barriers or problems. 00:10:08.380 --> 00:10:10.420 align:middle line:84% You may need to shift your communication away 00:10:10.420 --> 00:10:12.760 align:middle line:84% from these messages around, look, there's an outbreak, 00:10:12.760 --> 00:10:14.385 align:middle line:84% here's when we're doing our vaccination 00:10:14.385 --> 00:10:16.840 align:middle line:84% campaign, to thinking more deeply about the root 00:10:16.840 --> 00:10:19.330 align:middle line:84% causes of why kids might be being missed. 00:10:19.330 --> 00:10:20.920 align:middle line:84% You may want to have more messages 00:10:20.920 --> 00:10:24.340 align:middle line:84% about the importance of communal protection, and social action. 00:10:24.340 --> 00:10:27.430 align:middle line:84% So, in an outbreak, you can see that the communications needs 00:10:27.430 --> 00:10:29.740 align:middle line:84% are slightly different, and the challenges 00:10:29.740 --> 00:10:33.040 align:middle line:84% are slightly different than you see in an endemic setting, 00:10:33.040 --> 00:10:35.320 align:middle line:84% and that's before we even get in to specifics 00:10:35.320 --> 00:10:37.750 align:middle line:84% of the political situation in a given place. 00:10:37.750 --> 00:10:39.610 align:middle line:84% So context is extremely important 00:10:39.610 --> 00:10:42.367 align:middle line:84% when thinking about a communications strategy. 00:10:42.367 --> 00:10:44.200 align:middle line:84% Finally, there's another context that UNICEF 00:10:44.200 --> 00:10:46.000 align:middle line:84% has developed guidelines for, and that's 00:10:46.000 --> 00:10:48.100 align:middle line:90% areas that are polio-free. 00:10:48.100 --> 00:10:50.680 align:middle line:84% So this is actually kind of challenging, 00:10:50.680 --> 00:10:53.807 align:middle line:84% because in a polio-free setting, as long as there's 00:10:53.807 --> 00:10:55.390 align:middle line:84% polio anywhere in the world, you still 00:10:55.390 --> 00:10:57.800 align:middle line:84% need to maintain vaccination coverage. 00:10:57.800 --> 00:11:00.730 align:middle line:84% But, if there hasn't been polio in an area for 15 years, 00:11:00.730 --> 00:11:04.070 align:middle line:84% parents may not be that concerned about it. 00:11:04.070 --> 00:11:06.550 align:middle line:84% So the challenges in polio-free settings, 00:11:06.550 --> 00:11:09.520 align:middle line:84% are that people may not be that worried about polio, 00:11:09.520 --> 00:11:12.400 align:middle line:84% and may not be really seeking out vaccination for their kids 00:11:12.400 --> 00:11:15.040 align:middle line:84% as much, because it doesn't seem like a big issue to them, 00:11:15.040 --> 00:11:17.440 align:middle line:84% because it hasn't been around for a long time. 00:11:17.440 --> 00:11:19.270 align:middle line:84% There may be, on the health system 00:11:19.270 --> 00:11:22.083 align:middle line:84% side, delays or shortages in service delivery, 00:11:22.083 --> 00:11:23.500 align:middle line:84% because the health workers may not 00:11:23.500 --> 00:11:26.540 align:middle line:84% feel that polio vaccination is really that critical. 00:11:26.540 --> 00:11:28.690 align:middle line:84% And finally, there may be community members 00:11:28.690 --> 00:11:30.790 align:middle line:84% who are leveraging the success of polio 00:11:30.790 --> 00:11:32.603 align:middle line:90% to demand other health services. 00:11:32.603 --> 00:11:35.020 align:middle line:84% We're going to get into this issue in quite a bit of depth 00:11:35.020 --> 00:11:37.240 align:middle line:84% in a moment, so we'll come back to this. 00:11:37.240 --> 00:11:38.890 align:middle line:84% Given this, can you think for a minute 00:11:38.890 --> 00:11:42.470 align:middle line:84% about the strategies you might use in this kind of scenario? 00:11:42.470 --> 00:11:46.130 align:middle line:84% And again, feel free to pause the video. 00:11:46.130 --> 00:11:48.710 align:middle line:84% So UNICEF strategies in these sort of settings, 00:11:48.710 --> 00:11:50.870 align:middle line:84% are that you want to maintain high vaccination 00:11:50.870 --> 00:11:53.540 align:middle line:84% rates by promoting the importance of continued 00:11:53.540 --> 00:11:57.350 align:middle line:84% vaccinations, and in a simple, understandable way, telling 00:11:57.350 --> 00:12:00.740 align:middle line:84% people that high rates of vaccination 00:12:00.740 --> 00:12:03.020 align:middle line:84% are really important, and that they're normal. 00:12:03.020 --> 00:12:05.690 align:middle line:84% That this protects individuals, who for medical or other 00:12:05.690 --> 00:12:07.730 align:middle line:84% reasons, could not be vaccinated, 00:12:07.730 --> 00:12:10.100 align:middle line:84% that it prevents the spread of vaccine-derived polio-- 00:12:10.100 --> 00:12:12.350 align:middle line:84% again, that's a complicated communications message 00:12:12.350 --> 00:12:13.880 align:middle line:90% that has to be done carefully. 00:12:13.880 --> 00:12:16.640 align:middle line:84% And that this may protect their children against importations 00:12:16.640 --> 00:12:18.170 align:middle line:84% that occur from countries or areas 00:12:18.170 --> 00:12:21.030 align:middle line:90% with continued transmission. 00:12:21.030 --> 00:12:23.720 align:middle line:84% And you can think about transitioning from polio 00:12:23.720 --> 00:12:26.210 align:middle line:84% to child health, that the messaging shouldn't 00:12:26.210 --> 00:12:27.950 align:middle line:84% be just around polio, which may not 00:12:27.950 --> 00:12:30.470 align:middle line:84% be very relevant to parents, but it 00:12:30.470 --> 00:12:32.690 align:middle line:84% should be about child health, more broadly. 00:12:32.690 --> 00:12:35.960 align:middle line:84% That messaging should focus on developing accurate knowledge, 00:12:35.960 --> 00:12:40.220 align:middle line:84% and positive attitudes toward child health, more broadly. 00:12:40.220 --> 00:12:42.170 align:middle line:84% In fact, I would argue this is actually 00:12:42.170 --> 00:12:45.410 align:middle line:84% important across endemic outbreak and polio-free 00:12:45.410 --> 00:12:48.120 align:middle line:84% settings, for reasons we'll get into in the next section. 00:12:48.120 --> 00:12:50.120 align:middle line:84% So communications messages in these settings 00:12:50.120 --> 00:12:52.700 align:middle line:84% might talk about vaccination as one of many things 00:12:52.700 --> 00:12:56.580 align:middle line:84% you would do to promote good child health. 00:12:56.580 --> 00:12:59.610 align:middle line:84% So the point here is that, in each setting, 00:12:59.610 --> 00:13:02.240 align:middle line:84% you need to think about where parents are coming from, 00:13:02.240 --> 00:13:05.480 align:middle line:84% what their concerns may be, and you tailor your communications 00:13:05.480 --> 00:13:07.260 align:middle line:90% to address those concerns. 00:13:07.260 --> 00:13:09.500 align:middle line:84% So we've here broken it down in the way UNICEF 00:13:09.500 --> 00:13:13.760 align:middle line:84% does, between endemic settings, outbreak settings, 00:13:13.760 --> 00:13:15.320 align:middle line:90% and polio-free settings. 00:13:15.320 --> 00:13:16.873 align:middle line:90% That makes a lot of sense. 00:13:16.873 --> 00:13:18.290 align:middle line:84% But within each of these settings, 00:13:18.290 --> 00:13:19.920 align:middle line:90% things are yet more complicated. 00:13:19.920 --> 00:13:21.590 align:middle line:84% There's different political groups, 00:13:21.590 --> 00:13:23.122 align:middle line:84% there's different groups of parents 00:13:23.122 --> 00:13:25.580 align:middle line:84% from different backgrounds, who may have different thoughts 00:13:25.580 --> 00:13:27.500 align:middle line:84% or ideas about the vaccine, and all of these 00:13:27.500 --> 00:13:29.660 align:middle line:84% have to be addressed in really targeted ways 00:13:29.660 --> 00:13:32.390 align:middle line:84% for successful communication about vaccination. 00:13:32.390 --> 00:13:34.790 align:middle line:84% So, on the surface, while communication about vaccination 00:13:34.790 --> 00:13:38.270 align:middle line:84% may seem simple, it becomes very complex to do well. 00:13:38.270 --> 00:13:42.260 align:middle line:84% And context, and understanding context, is key to that. 00:13:42.260 --> 00:13:45.910 align:middle line:90% [MUSIC] 00:13:45.910 --> 00:13:50.000 align:middle line:90%