From Engagement to Impact: How VaxSocial Is Strengthening Immunization Programs through Digital Interventions

‍

VaxSocial Overview

‍

‍Advancing Health Online (AHO), in partnership with Gavi, the Vaccine Alliance, launched VaxSocial in May 2024 — an initiative focused on demonstrating how social media can help build vaccine confidence. The initiative funds country-driven projects that apply social media strategies and behavioral science to build trust in vaccines and generate demand for immunization services.

‍

Operating across India, Indonesia, and Nigeria, VaxSocial supports grantees in testing innovative digital engagement approaches while prioritizing scalability and replicability within national health systems.

‍

‍

Impact

‍

One year into implementation, VaxSocial has started demonstrating the potential of digital platforms to support immunization programs. ‍

‍

Across the five projects, the grantees have reached millions of people through digital or offline interventions and strengthened the capacity of health care workers through training on digital health.‍

‍

Importantly, VaxSocial has enabled implementing partners to experiment with new approaches to digital demand generation and community engagement. When it comes to sustainability of the digital interventions, a priority has been embedding successful strategies into local systems and supporting Ministry of Health partners to adopt and scale these approaches beyond the grant period—helping to strengthen routine immunization programs in ways that last.  

‍

While a final report on impact through VaxSocial is anticipated in late 2026, the achievements to date of two VaxSocial grantees are highlighted below, with emphasis on the impact and sustainability of their interventions.

‍

‍

Group M | India

‍

Program focus

Building vaccine confidence and increasing childhood immunization uptake through a multi-channel digital strategy - combining WhatsApp-based tools, personalized messaging, and local influencer-led engagement - to reach parents while strengthening the capacity of frontline health workers across key states in India.

‍

Impact to date

• Reached parents through five interventions (WhatsApp bots; personalized messages; Frontline workers, local influencers, and social media influencers) using social media in Uttar Pradesh, Rajasthan, Bihar and Maharashtra.
• Trained Accredited Social Health Activist (ASHAs) in digital engagement across six districts in Uttar Pradesh.

Impact Story^*

In Amethi (a district of Uttar Pradesh), hundreds of ASHA workers are experiencing a quiet but powerful transformation. Through the Group M’s WhatsApp group (Ghar-Ghar Teeka - Vaccines at Every Doorstep), they’ve gained not just information, but confidence, independence, and new ways to support their communities. Bhavna, an Asha worker, shares how each morning now begins with checking the WhatsApp group for new updates. Through polls, examples, and shared learnings, she feels better prepared to guide families - especially when addressing a father’s concerns about vaccination. “Bharosa dilwaungi,” (I will make them trust vaccines) she says proudly, explaining that she now handles all her tasks on her phone and feels truly empowered.

‍

Sustainability

Government stakeholders are increasingly open to adopting the scalable, cost-effective digital approaches piloted by Group M, aligning with VaxSocial’s goal to scale evidence-based digital solutions that strengthen demand for routine immunization.

‍

^{*Names have been changed to protect privacy.}

‍

‍

Center for Indonesia’s Strategic Development (CISDI) | Indonesia

‍

Program focus

Increasing vaccine uptake among zero-dose children in West Java through a multi-channel engagement strategy combining digital platforms and community outreach.

‍

Impact to date

• Reached zero-dose children and their parents across two districts in West Java, Indonesia (Depok and Bakasi).
• Trained Health care providers on digital engagement across all intervention districts.

Impact story^*

In West Java, CISDI is helping parents navigate childhood immunization with greater confidence through their 24-hour Whatsapp hotline (Keluarga Berimun – Faithful Family). A local mother turned to this hotline for support after her child experienced repeated vomiting following routine vaccinations. She was anxious and unsure how to respond but through the WhatsApp group, she learned such reactions can be common and found reassurance from other parents facing similar concerns. Despite initial fear from vaccine rumors, CISDI’s hotline gave her trusted information that strengthened her confidence in vaccines. For frontline health workers, the platform has strengthened their ability to respond to concerns and engage parents more effectively - turning uncertainty into confidence for both families and providers.

‍

Sustainability

Early results show strong institutional interest, with the Indonesian Ministry of Health and the World Health Organization exploring opportunities to scale CISDI’s digital engagement strategies to additional regions in Indonesia to strengthen immunization programs nationwide.

‍

^{*Names have been changed to protect privacy.}

‍

‍

2025 Convening | Jakarta, Indonesia

Lessons Learned and Recommendations to the Field

‍

In July 2025, AHO and Gavi hosted VaxSocial's mid-year convening in Jakarta, Indonesia. This meeting brought together grantees, global partners and country health leaders to discuss emerging insights, build on existing partnerships and strengthen project sustainability plans.

   Several critical insights and recommendations to the field of digital social behavior change (SBC) emerged from this convening:

VaxSocial in 2026

‍

As the VaxSocial program enters its final year, it will focus on bridging digital and traditional channels for maximum impact through grantee projects, as well as supporting the long-term sustainability of interventions through government adoption. Throughout 2026, VaxSocial will host multiple virtual events showcasing key insights, best practices, and lessons learned from implementing campaigns across all countries.

‍

Next up, AHO and Gavi will amplify VaxSocial’s impact and innovative digital demand generation approaches on the global stage with the next stop at the International Social and Behavior Change Communication (SBCC) Summit [June 22 – 26, 2026 | Panama City, Panama].

‍

Learn more about VaxSocial and stay up-to-date on emerging insights on its website.

‍

‍