Learn how we use evidence-based behaviour change campaigns to improve and save lives in low-income countries.
Learn about how DMI brings together two different worlds: demonstrable scientific practice and creative storytelling.
We 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 were shot in Mozambique and then produced in other languages and provided at no cost to the Mozambican government for broadcast on TV and social media.
Mozambique and Zambia
COVID-19 – combatting vaccination hesitancy and misinformation.
4 x short audio-visual spots.
Our films are promoted on Facebook in both countries, and played via free WiFi hotspots in Zambia.
This campaign built 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 also utilised the learning gained from producing live actions films on COVID-19 prevention in Côte d’Ivoire.
Our research team conducted initial research into the specific barriers to vaccine uptake in Southern Africa. The results of this formative research helped us to produce four audio-visual spots, each addressing different barriers.
We worked with local filmmakers and actors, and tested the film concepts with our target audience to ensure they resonated and had the potential to achieve behaviour change. We made the films available to the Mozambican Ministry of Health for use in their national campaigns.
We are promoting the films on social media, specifically Facebook. In Zambia, the films will also be shown to users of free public Wi-Fi hotspots in universities, in partnership with our existing partner, eNgoma. Universities were chosen to target the high number of young people who are yet to be vaccinated in Zambia.
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).
Watch the video
COVID or a Hug
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, to understand the effect of these videos on knowledge, attitudes and behavioural intentions towards vaccine hesitancy.
We are grateful to our funders for supporting this intervention.