DMI

Location COVID-19

Protege-se

Objective

We have received funding from the Waterloo Foundation to produce four short live-action films, which aim to combat COVID-19 vaccine hesitancy and misinformation in Southern Africa. The films will be shot in Mozambique and then produced in other languages and provided at no cost to governments for broadcast on TV and social media.

Locations

Mozambique and Zambia

Themes

COVID-19 – combatting vaccination hesitancy and misinformation.

Formats

4 x short audio-visual spots.

Scope

Our films will be promoted on Facebook in both countries, and played via free WiFi hotspots in Zambia.

Reach

5.5 million

Project at a glance

2
countries
4
videos

Our Approach

Science

Identifying barriers to vaccination

We will build on the progress we have made so far in responding to COVID-19. Since April 2020, we have produced 370 radio spots in 50 languages as well as short films for TV and social media. We will also utilise the learning gained from producing live actions films on COVID-19 prevention in Côte d’Ivoire.

Our research team will first conduct initial research into the specific barriers to vaccine uptake in Southern Africa. The results of this formative research will help us produce four audio-visual spots, each addressing different barriers.

Stories

Engaging video content

We will work with local filmmakers and actors, and will test the film concepts with our target audience to ensure they resonate and have the potential to achieve behaviour change. We will make the films available to Ministries of Health in our countries of operation in Southern and Eastern Africa for use in their national campaigns.

Saturation

1 month, 4 videos, 2 languages

We will promote the films on social media, specifically Facebook, and look for further low- and no-costs distribution channels, such as approaching TV stations to broadcast the films pro bono. In Zambia, the films will also be shown to users of free public Wi-Fi hotspots across health centres, universities, bus stations and markets in partnership with our existing partner, eNgoma.

We estimate the social media campaign will reach a maximum of 2.9 million people in Mozambique and 2.6 million people in Zambia (not including additional views achieved through peer-to-peer sharing, or via partner channels).

Project impact

Our Impact

Evaluation Plans

We will conduct a social media analysis of the response to the films to inform further COVID-19 vaccination campaigns. We will also conduct a digital survey using the Wi-Fi hotspots, as well as in-person qualitative interviews, to understand the effect of these videos on knowledge, attitudes and behavioural intentions towards vaccine hesitancy.

Partners & Funders

We are grateful to our funders for supporting this intervention.