Shifting Grounds: (Re-)building Public Trust in Immunization

Editor's Note:

In June 2003, UNICEF and GAVI (The Global Alliance for Vaccines & Immunization) held regional workshops in Istanbul, Johannesburg, and Bangkok to address key issues in communication for immunisation. Participants included communication and immunisation specialists, Expanded Programme on Immunization (EPI) managers, and health educators from governments and GAVI partners working in more than 40 countries. The workshops addressed such issues as communication for immunisation safety, advocacy for financial sustainability, social mobilisation, communication planning, communication to improve district-level coverage, facing the media, communication strategies in response to Adverse Events Following Immunization (AEFIs) and to build public trust in immunisation, and immunisation of hard-to-reach groups, among others. A free CD-ROM draws together key presentations, discussions, tools, topics, and recommendations; please see ordering information below.

Summary provided by the presenter

In the past year, several UNICEF offices have received enquiries about the quality and safety of vaccines. UNICEF supplies vaccines to 40% of the world's children. All of these vaccines are from manufacturers pre-qualified by WHO - but in most countries it is UNICEF's name that is most closely associate with vaccine supply.

Questions are emerging as a result of the divergence in the vaccine market, increased access and demand for information, and, in some areas, marked distrust of government supplied services. In the new communications environment, rumours and news of reactions to vaccines can spread rapidly through the global news media and the Internet.

The implications of an erosion of public trust in vaccines has been a focus for discussion in UNICEF and WHO. The strategic communications firm of CLS [Chlopak, Leonard, Schechter & Associates] was contracted by UNICEF to conduct an extensive review of the changing global environment around vaccines, and to assist in developing a global advocacy and communication strategy.

Initial findings:

Vaccines are one of the least heralded public health success stories. They are taken for granted by a complacent majority while being attacked and questioned by a vocal minority. Marginalized and alienated communities have less trust in government-provided commodities. Rumours and local adverse events may rapidly become international media events. Vaccines are no longer top of the political agenda for governments or donors. Low profits are causing manufacturers to flee the sector. Vaccine communications are fractured, unemotional and uninspired. There are no champions who are clearly and passionately identified with promoting vaccines and immunization.

Recommendations:

Use communications to mobilize political and financial commitment to safe and reliable immunization, and to create a supportive environment to meet the 2010 immunization goals.

Rebrand vaccines as reliable and cost-effective, motivate national governments towards financial sustainability, activate champions, make immunization the minimum litmus test of any health service...

Click here for an overview of the June 2003 Communication for Immunization Workshops in Istanbul, Johannesburg, and Bangkok.

For more information, or to request a free copy of the CD-ROM on which this presentation is featured, contact:

Erica Kochi

ekochi@unicef.org

OR

Gina Darcin

gdarcinstlouis@unicef.org

UNICEF

UNICEF's Immunization website