Risk Communication and Community Engagement for COVID-19 Vaccination: Implementation Tool

"Clear understanding of RCCE [risk communication and community engagement] approaches can foster coordination and collaboration between experts in RCCE, external relations and vaccine science at every level of the [COVID-19] response, including in preparation for adverse events following immunization (‎AEFI)‎."

While it is challenging to introduce any new vaccine, ensuring uptake of COVID-19 vaccination presents additional complexities, including the approval of multiple vaccines, the evolving prioritisation of recipients, the wide range of staff contributing to vaccination efforts, and the spread of misinformation. Effective risk communication and community engagement (‎RCCE)‎ is a key tool for managing these complexities. Developed by the World Health Organization (WHO) Regional Office for Europe and the United Nations Children's Fund (UNICEF) Europe and Central Asia Regional Office, this implementation tool serves as a bridge between core RCCE principles and evidence-based COVID-19 vaccine acceptance, uptake, and demand management initiatives.

As outlined in the introductory and background sections of the resource, motivating uptake of COVID-19 vaccination requires a multifaceted RCCE strategy - one that is based on a comprehensive understanding of the epidemiological situation, behavioural insights, and relevant societal, cultural, and economic considerations. To that end, the document explores key considerations for RCCE interventions, including:

• Collecting and using social listening data;
• Maintaining trust;
• Managing expectations;
• Focusing on health workers;
• Countering mis/disinformation; and
• Ensuring proper (phased) timing.

The implementation tool is offered in support of national RCCE vaccine strategies, which aim to ensure that all persons in the country have the knowledge, skills, and motivation to protect themselves and their communities from COVID-19. This goal cannot be reached unless trust in built and maintained. The central portion of the implementation tool, thus, is organised around discussion of four RCCE core capacities:

1. Ensuring transparency and early communication (including announcement of a real or potential risk);
2. Coordinating public health communication;
3. Understanding and listening to intended audiences (two-way communication); and
4. Selecting appropriate channels and trusted key influencers.

The guide also covers communicating about AEFI, both in section 3 and annex 2. Other practical portions of the guide list outcomes and actions (including for each of the four core capacities), sample holding messages, and communication tips, such as:

• Build trust of the population through transparency, empathy, objectivity, and competence.
• Consider different channels and spokespersons for different audiences.
• Convey what you know (the facts), what you do not know (yet), and when you will share information next.
• Describe the actions taken to gather more facts and to support those affected.
• Convey clear recommendations linked to continuation of the vaccination programme.
• Keep the media informed; consider the media an important ally, not an enemy: Build relations, trust, and mechanisms for regular updates.

WHO and UNICEF recommend that the implementation tool be used alongside other key documents, including, but not limited to, those available at Related Summaries, below.

The resource is intended for communication and RCCE focal points, communication for development (C4D) specialists, and others working on the COVID-19 response and COVID-19 vaccination at country level in the WHO European Region and UNICEF Europe and Central Asia Region. However, the information provided may be applicable globally.