Digital Community Engagement
In the modern global information ecosystem, communities are either rapidly coming online or are exposed to information that originates on the internet. This makes social media and other digital platforms potent tools for information dissemination and community engagement.
Similar to social mobilization, polio communication teams can proactively engage social media influencers, community leaders, and partner organizations to leverage their online reach and distribute demand generation and risk awareness content.
To develop required evidence, practical strategies, and to provide tactical support to polio communication teams, UNICEF has partnered with Public Good Projects to launch Digital Community Engagement Unit. The unit is developing pioneering techniques in digital advertising, influencer engagement and partnerships, to dramatically increase the reach of in-country polio communication.
Rumors and misinformation can erode public trust in health interventions and institutions. The misinformation around COVID-19 proved that a deficit of trust in one vaccine affects all vaccines. Therefore, it is imperative that communication professionals have adequate strategies and resources in place to protect communities from misinformation.
UNICEF’s framework approach to Misinformation Management leverages evidence-based expertise in crisis communication and digital engagement for addressing rumors at the field level. The framework has been converted into a practical Vaccine Misinformation Management Field guide that provides actionable advice on how to engage with and address misinformation. The guide is relevant for all vaccines and vaccination programs.