Social and Behavioral Change Communications (SBCC) Campaigns to Promote Preventative Behaviors and Reduce Vaccine Hesitancy
CARE teams around the world routinely use social and behavioral change communications tools to accelerate change in knowledge, attitude, or behavior to improve public health, gender norms, women’s economic empowerment, and so much more.
To do this, CARE teams often employ communications tactics such as one on one, one to few and one to many conversations and sometimes even engage local radio or TV support for social and behavioral change messaging.
But what about social media?
Before 2021, CARE USA’s social media team primarily worked to:
- Build the CARE brand
- Raise money from donors
- Encourage advocacy support from supporters in the United States
CARE wasn’t really thinking about social media’s potential to drive programmatic impact.
In 2021, 20 CARE Country Office teams designed and led 45 SBCC campaigns on Facebook and Instagram.
Each Country Office team conducted extensive research to understand which communities in their countries were hesitant about receiving the COVID vaccine and why. Then each team created a campaign designed to either promote preventative behaviors and/or reduce COVID vaccine hesitancy with the target population. Results were measured using Meta’s brand lift tool which surveys both audiences exposed and unexposed to each campaign and looks for differences in knowledge, attitude and behavior. Because research shows that people’s knowledge, attitudes, and behaviors can be shifted by increasing their perception of social acceptance and norming, we hoped to see a statistically significant increase of 90% or higher with our audience, meaning that the people who saw the campaign were more likely to express positive attitudes toward the promoted knowledge, attitude or behavior.
Over the course of these campaigns, CARE’s SBCC campaign posts, boosted by ad credits awarded from Meta, were viewed 1.3 billion times by 476 million people. Thanks to post campaign surveys, it is statistically likely that 8.6 million people experienced a positive change in knowledge, attitude and/or behavior towards the vaccines and/or preventative measures to protect against COVID.