From April to June 2025, six countries across the Lake Chad Basin and Pakistan came together for a bold and coordinated digital campaign in support of synchronized National Immunization Days (NIDs). The Lake Chad Basin—Nigeria, Cameroon, Chad, Niger, and the Central African Republic—has been grappling with ongoing outbreaks of vaccine-derived poliovirus, while Pakistan continues to fight the circulation of wild poliovirus. Combined, these regions account for nearly 80% of global polio cases.
Despite the burden, country teams and partners are forging ahead with determination. They face complex barriers—misinformation, insecurity, displacement, and the mobility of nomadic populations—but remain focused on one goal: reaching every child with life-saving vaccines.
Grounded in the core principles of the UNICEF Digital Community Engagement Strategy, these campaigns have demonstrated the critical importance of designing and deploying custom-tailored solutions which take into account the cultural and social aspects of cultural realities, and the actual concerns of caregivers and their communities. Working closely with country offices, DCE teams deployed geo-targeted outreach, multilingual messaging, and content informed by real-time social listening. More than visibility, this effort prioritizes trust-building informed participation, and making sure no child is left behind.
Why Digital, Why Now?
In environments where rumors outpace facts, digital engagement becomes more than just a communication channel—it’s a frontline strategy.
Across these six countries, vaccine concerns vary: in Pakistan, repeated campaigns have triggered fatigue and doubts; in Niger, myths circulate about vaccines being “haram” or poisonous. To address this, UNICEF and country teams coordinate multi-country digital strategies that prioritize localization—from the choice of language and tone to the platforms used.
Across the Lake Chad Basin: Local Messages, Shared Momentum
From April to June 2025, digital campaigns rolled out in Nigeria, Niger, Cameroon, Chad, and the Central African Republic. Although these campaigns shared the same objectives, each of them was tailored not only to the specific languages and literacies of their target audiences, but also to their most actual concerns and demands identified through advanced social listening mechanisms and through the field investigation conducted by local SBC teams.
- Nigeria: First digital push ran April 22–27, reaching mobile caregivers through Hausa, Kanuri, and Pidgin messages on Facebook and Google Display; further phases planned for June.
- Cameroon: Bilingual campaign (French and English) from April 22–28 focusing on vaccine safety and trust, supported by YouTube videos and Meta posts; new phase launched in late May.
- CAR: Initial rollout from April 24–30 in Sango and French with myth-busting content; a second campaign is scheduled for mid-June.
- Chad: First campaign ran April 26–30 with Arabic and French content addressing misinformation; follow-up round expected late June.
- Niger: Delayed slightly to align with vaccination days, the campaign ran May 4–7 in French, Hausa, and Arabic, targeting nomadic populations and low-trust zones; new activities are now planned for mid-June.
Key platforms across all countries include Meta (Facebook, Instagram), YouTube, and Google Display Network. Creative formats range from countdown graphics and infographics to short videos voiced by trusted local leaders.
In Pakistan: A Familiar Message, Reimagined for Today
In Pakistan, where polio remains endemic, the campaign unfolds from April 29 to May 5 under the banner “Shielding Every Last Child.” The messaging framework is built around three core actions:
- Act – Remind families of dates and access points for NIDs and SNIDs
- Educate – Address misinformation, especially around multiple doses
- Mobilize – Feature young voices, fathers, and religious leaders in digital storytelling
Short-form videos, reels, and carousel posts go live on TikTok, Meta, and YouTube, tailored to urban and rural audiences in Urdu and English. Each piece is designed to spark conversations, rebuild confidence, and normalize vaccination in everyday life.
“Local language content travels further,” says Diana Maria Pirga, DCE Specialist with UNICEF Pakistan, who works closely with local partners to craft content that speaks the language – literally and culturally – of communities most at risk and that responds to their concerns and worries regarding their children's health. By centering local voices and formats, her team helps ensure messages are heard, felt, and shared. “People understand it faster, share it more, and trust it more deeply.”
What Localization Looks Like in Practice
This coordinated multi-country response represented an opportunity to test the capacity of UNICEF Digital Engagement Unit to timely design and deploy relevant and localized digital campaigns. The actual shift in ownership represents not just a mechanism, but the most notable results of these campaigns. Each country team co-develops content with support from the DCE hub, choosing the most relevant formats, voices, and visuals.
Rather than translating top-down messages, teams focus on real-time concerns from the ground:
- In Chad, posts tackle persistent rumors about paralysis and sterility.
- In CAR, visuals clarify the need for multiple doses.
- In Pakistan, TikTok influencers break down vaccine myths in under 30 seconds.
Behind every asset is a network of field mobilizers, SBC staff, and digital creatives working together to turn social listening insights into action.
What’s Next
As campaigns wrap up or move into their second phase, country teams are reviewing performance data and community feedback. Brand uplift surveys, platform analytics, and content testing will shape the next phase of engagement.
The results will inform future multi-country campaigns, guide local adaptations, and help the DCE team refine support across all polio-affected regions.
📣 Want to localize your next campaign?
Reach out to the DCE team to explore how to co-design tailored digital content for upcoming immunization efforts—and don’t forget to subscribe to the monthly DCE newsletter for the latest updates, insights, and tools.