The Bambisana Study | Assessing community and social media influence: Motivating influenza vaccination among youth in Soweto, South Africa

Executive Summary  

Seasonal influenza has an estimated global reach of 3 to 5 million infections with 290 000 to 650 000 influenza-related deaths yearly. Despite its efficacy in reducing morbidity and mortality, influenza vaccination rates remain low globally and in South Africa. This study explores strategies to drive vaccine uptake amongst marginalised young adults 18-25 years old in Soweto, South Africa, where influenza vaccines are not universally accessible. Youth between the ages of 18-25 years are not prioritised for flu vaccines largely because, although as influenza surveillance in South Africa shows,  that individuals aged 19 to 44 present the highest asymptomatic episodes and the lowest incidence of medically attended illness.  vaccinations. This creates an opportunity to investigate if and how vaccine demand can be created in the absence of clear imperatives to vaccinate. The Bambisana Study uses an innovative approach – including community influencers and social media – to increase uptake of influenza vaccines through designing and testing an integrated communications strategy targeted at marginalised young adults in Soweto, South Africa. The Bambisana study uses a mixed methods pre-test, post-test intervention design to test the effects of the interventions. The study found that the effectiveness of annual influenza vaccination campaigns, tailored, context-specific education, community engagement, reliable vaccine supply and free, localised access are all critical for improving perceptions of, increasing confidence in, and motivating uptake of vaccination

Aims and Objectives of Study  

Promoting health care through various platforms and to youth in LMICs may improve uptake of vaccination. Therefore, as part of the Bambisana Project, which includes a diverse and multi-disciplinary team comprising social and behavioural scientists, biostatisticians, population health surveillance specialists, health communications researchers, community influence and engagement practitioners, and marketing and communication strategists, we aim to:

(1) Evaluate the impact of influencer’s online, offline, and in collaboration, on influenza vaccine uptake, with a specific focus on young people, and assess the additional value added by social media engagement;

(2) To design and implement an integrated communications strategy centred around community influencers and social media to increase the uptake of influenza vaccines, particularly among younger populations who are mostly likely un-employed, partially or informally employed and living in Soweto, South Africa;

(3) To explore motivations and barriers to health priorities, and in particular, to influenza vaccination, through the use of micro-influencers both online and offline in Soweto, South Africa. The outcomes of the project will include increased influenza vaccination rates at the local healthcare clinics linked to the campaign interventions, alongside an improved attitude towards the importance of vaccination in the target audience.