VaxSocial Learning Seminar #2

Bridging Online and Offline Engagement‍

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The second webinar in the VaxSocial Learning Seminar series explored how grantees are integrating online and offline strategies to strengthen vaccine demand and community trust. Building on early insights from across the portfolio, the session examined how digital campaigns can connect more directly to on-the-ground health systems — addressing the “conversion gap” between online engagement and offline action.

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The discussion highlighted three key ingredients for effective integration — trust, motivation, and community bridges — and how these work together to make social and behavior change efforts more sustainable and people-centered.

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The webinar featured three grantee spotlight presentations:

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• India – Group M: Showcased how WhatsApp communities and tailored content helped ASHAs move from passive consumption to active digital engagement, supported by offline field coordinators and peer recognition.

• Nigeria – Nivi: Demonstrated how WhatsApp and SMS micro-surveys are gathering real-time behavioral insights and linking caregivers directly to offline services, helping close the gap between digital interaction and vaccine uptake.

• Indonesia – Global Health Strategies: Shared campaign highlights and core learnings from integrating online and offline approaches through community health workers, WhatsApp groups, and social media content.

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The session concluded with a discussion on emerging best practices for bridging online and offline engagement — emphasizing the human and system-level factors that make integration work.