Investigating a youth-focused communication strategy to address vaccine hesitancy: a case study of COVID-19.

Abstract

Vaccine hesitancy in South Africa has hindered the effective vaccination of citizens against infectious diseases. This caused delays in the COVID-19 vaccine rollout campaign and disrupted the South African government's efforts to achieve herd immunity. Young people, aged 18-35, have lower vaccination rates in comparison to older age groups. Existing vaccination promotion efforts have used top-down communication strategies, disregarding the unique communication channels and health concerns of young people. This marginalisation has led to decreased vaccine uptake, making young people a risk to vulnerable populations. This study explores youth-focused communication strategies to address vaccine hesitancy among young people in South Africa, using COVID-19 as a case study. The study highlights the complex interrelation between vaccine hesitancy, trust, and access to information, emphasising the need for engaging, relevant, and clear public health communication strategies. Universities and other institutions are essential in promoting vaccine literacy and enabling meaningful student engagement and health promotion. Understanding these strategies can help appeal to young people and encourage behaviour change in future health emergencies.