“Win with Vaccines” program, with support from NATHEALTH- Healthcare Federation of India was implemented by Centre for Knowledge and Development to dispel myths and misconceptions about COVID-19 vaccination. The resistant populations focused on the Left out, drop out (LODOR) populations across all age groups in the districts of South Salmara, Baksa, Chirang, and Udalguri in Assam, and Nuh in Haryana, who were mobilised through an
intensive Behaviour Change Communication (BCC) campaign.
The key strategies were adopted to raise awareness and build confidence to complete the COVID-19 vaccination protocols. The project also motivated and built confidence among school-going adolescent (12-17 years) groups eligible for COVID-19 vaccination.
The campaign’s key objectives were to engage with key stakeholders, join hands with district authorities and government health functionaries, and run a comprehensive public education program that addresses awareness gaps in understanding the benefits of vaccination.
The campaign leveraged community influencers to identify and gain inroads amongst the resistant communities. A contextualised, communication with tailored messaging was developed and disseminated via wall paintings, banners, posters, miking, radio jingle broadcasting, narrowcasting, nukkad- natak and community consultation meetings. The intervention led to a significant, positive, and intended impact. Within a short span of four months, the project made a significant difference resulting in an increase in the number of completion of vaccination for adults, and the initiation of COVID-19 vaccination camps in schools.