Tackling vaccine hesitancy with effective communications that empower

  • Mark Bennett

With hesitancy around vaccines very much a trending topic right now, we wanted to spotlight a brilliant campaign we at HeyBigMan! delivered for female empowerment specialists GirlEffect, and Gavi, The Vaccine Alliance, to help increase the uptake of the HPV vaccine among girls in developing countries. The HPV vaccine is a complex subject for a young girl to engage with, and health campaigns delivered by government ministries are often directed at parents, rather than the girls themselves. So, to cut through the confusion, provide reassurance and reduce hesitancy, HeyBigMan! worked with Girl Effect to create a campaign toolkit that makes it easy for ministries of health to plan, create and execute campaigns that #educate and #empower girls across the globe to go and receive this important vaccine which helps prevent cervical cancer. The toolkit is designed to be easily adapted to the cultural and implementational needs of all participating countries. Testing told us that certain creative styles resonated differently from country to country, so we developed two distinct art directions, one illustration led and one photography led. These are both contained within an assets suite of downloadable templates, along with a family of detailed guidance documents providing all the necessary info for ministries of health around the globe to deliver super-effective cross channel, girl focused campaigns. Our campaign seeks to inspire girls, both as individuals and as conscientious members of their communities, to draw upon the strength and fearlessness they all possess in order to overcome the various cultural and mental barriers to receiving the vaccine. Check out the The Girl Focus Toolkit here, and below is the promotional film we created, all delivered from our various homes in the midst of the first lockdown last year!