ohnson & Johnson Global Public Health is supporting COVID-19 vaccine education campaigns in Sub-Saharan Africa with research, tools and materials which are available for public use.
To guide this project, Johnson & Johnson Global Public Health conducted research in eastern (Kenya), western (Nigeria), and southern (Zambia) Africa to understand attitudes and behaviors around willingness to receive a COVID-19 vaccination. From that research, five audience segments emerged with specific characteristics. Messages were then developed and tested to understand and validate which messages and messengers increase willingness to vaccinate across each segment.
Creative assets have been built from those insights to support campaigns across multiple channels. To enable precision targeting of each segment, a geospatial mapping tool is available for multiple countries to best reach each given segment with the right message, through the right channel, at the right time. The geospatial tool is available for Ethiopia, Ghana, Kenya, Malawi, Mali, Nigeria, Rwanda, South Africa, Uganda, and Zambia.
All research, tools, and materials are free for download. All materials are unbranded and do not refer to any specific manufacturer’s product.