Testing and Learning at Scale: Building Integrated Digital Solutions for Vaccine Confidence

The VaxSocial Initiative is a $12 millioninitiative that supports country-driven projects that leverage social media andbehavioral science to build confidence around routine immunizations and drivescale and replicability in approach across geographies. It has been implementedacross India, Indonesia and Nigeria.

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In June 2026, there were two important milestones for VaxSocial: the grantee closing event on 21 June and participation in the International Social and Behavior Change Communication (SBCC) Summit from 22–26 June.

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Together, these events brought collaborators from India, Indonesia, and Nigeria together to reflect on the initiative's achievements, share evidence from implementation, and identify lessons to inform the future of digital approaches to vaccine confidence.

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At the SBCC Summit, the VaxSocial team presented a poster, "Building Bridges through Digital Innovation: Deepening Trust and Connection in Vaccine Communication," highlighting key findings and emerging evidence from the initiative. The summit also featured a Gavi-hosted panel, "Testing and Learning at Scale: Social Media Interventions for Vaccine Confidence," where VaxSocial grantees Global Health Strategies, Nivi, and GroupM shared the interventions they tried, the insights they generated, and lessons for designing effective digital vaccine confidence strategies.

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Cross-cutting recommendations from VaxSocial programs:

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• Digital tools can improve perceptions of vaccine safety and service efficiency—but they are not sufficient on their own to drive behavior change. Tailor interventions to existing baseline perceptions and prioritize areas where attitudes and confidence need the greatest improvement.
• Making vaccination easier is often more impactful than simply increasing scientific knowledge. Digital tools should move beyond myth-busting to reduce practical barriers and support caregivers throughout the vaccination journey.
• Digital interventions are most effective when they reinforce offline engagement. Integrate digital platforms with trusted community messengers, frontline health workers, and supply-side strategies to strengthen trust and improve access.
• Health care workers can drive sustainable digital engagement. Build on existing health system structures and design digital tools that can be integrated into routine service delivery from the outset.

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Thank you to everyone who made the events a success.