Vaccine Misinformation Management Field Guide: Guidance for Addressing a Global Infodemic and Fostering Demand for Immunization
New York: UNICEF (2020), 61 pp.
CC BY-NC
Other editions: also published in Arabic, French, Italian, Spanish and Turkish
"This guide should help practitioners to: develop an evidence-grounded understanding of misinformation in the context of vaccination, how it spreads and gets traction, what can be done to mitigate its impact; implement evidence-based approaches to address misinformation; develop a comprehensive and tailored national strategy for misinformation management [with case studies on polio vaccination in Pakistan, dengue in the Philippines and HPV in Malawi]. The guide should support practitioners working in immunization programs, including immunization managers, C4D communication for development specialists, behaviour and social change specialists, external and digital communications and health teams." (Page 6)
I. Vaccination in the Information Age, 7
II. Misinformation Management: A Field Guide, 17
1 Preparation Phase, 18
2 Listen Phase, 20
3 Understand Phase, 22
4 Engage Phase, 26
Conclusion, 32
Appendix 1: Case Studies
Polio in Pakistan: fake videos fuel mistrust, 35
Dengue in the Philippines: How vaccine controversy spreads, 36
HPV in Malawi: crisis preparedness ahead of vaccine rollout, 37
Appendix 2: Setting Up Basic Social Listening Systems, 39
Appendix 3: 5 Tips to Make Your Content Stickier Than Disinformation, 43
Appendix 4: Examples of Innoculating Messages, 47
Appendix 5: Example Performance Metrics and Outcome Metrics, 51
Appendix 6: Interventions to Build Immunity to Misinformation, 53
II. Misinformation Management: A Field Guide, 17
1 Preparation Phase, 18
2 Listen Phase, 20
3 Understand Phase, 22
4 Engage Phase, 26
Conclusion, 32
Appendix 1: Case Studies
Polio in Pakistan: fake videos fuel mistrust, 35
Dengue in the Philippines: How vaccine controversy spreads, 36
HPV in Malawi: crisis preparedness ahead of vaccine rollout, 37
Appendix 2: Setting Up Basic Social Listening Systems, 39
Appendix 3: 5 Tips to Make Your Content Stickier Than Disinformation, 43
Appendix 4: Examples of Innoculating Messages, 47
Appendix 5: Example Performance Metrics and Outcome Metrics, 51
Appendix 6: Interventions to Build Immunity to Misinformation, 53
