Targeting vaccine hesitancy in Papua New Guinea
Vaccine hesitancy across Papua New Guinea (PNG) has challenged the country’s COVID-19 vaccine roll-out, leaving communities unprotected from current and future outbreaks of the virus.
Australian Humanitarian Partnership (AHP) NGOs are focussing resources on addressing vaccine hesitancy so that Papua New Guinean communities can be protected from the risk of serious illness resulting from COVID-19.
When COVID-19 was declared a pandemic in March 2020, AHP NGOs came together with their Papua New Guinean partners to support the Government of PNG’s pandemic response.
Building on relationships established through the Disaster READY program, AHP NGOs and partners continued working within the Government of PNG’s disaster management system, coordinating with relevant health authorities and service providers to ensure communities could prepare for and minimise the spread of COVID-19.
The AHP COVID-19 response in PNG initially focused on the distribution of community health and hygiene information and improving water and sanitation facilities in high-risk settings, such as schools, health centres and aid posts. From mid-2021, the focus shifted to supporting the country’s vaccine roll-out.
As has been the experience globally, the Delta variant of the virus has increased the urgency of response efforts. With COVID-19 case numbers increasing in PNG, vaccines will play a vital role in limiting the spread of the virus and ensuring the health system is not overwhelmed.
To tackle vaccine hesitancy, AHP NGOs are working on nation-wide information campaigns designed to counter mis-information, particularly false information shared via social media. Robust assessments of where people are accessing information and the types of information (or mis-information) are being regularly undertaken.
Above: Plan International has run a series of Facebook ads targeting common conspiracy theories and COVID-19 vaccine ‘myths and mis-information). Ads are designed based on an analysis of common themes collected through comments moderation and analysis and are adapted as required. All adds provide links to credible sources, such as the WHO.
Above: Building on disaster resilience work through the Disaster READY program, CAN DO has delivered theologically-based COVID-19 awareness sessions in partnership with faith leaders and Provincial Health Authority representatives.
This data is being used to develop vaccination media campaigns to be shared via mainstream and social media channels. Information is also being shared directly with communities, working alongside Provincial Health Authorities, church leaders, women and organisations that advocate for and support people with disability.
Campaigns are focused on establishing the facts, building trust in the country’s vaccination program and ensuring the most vulnerable are reached.
Taking the time to talk through mis-information is also central to AHP’s response – a more time-consuming approach but one that is proving to be more effective than one-way information campaigns.
AHP Coordination Manager with CARE International, Sally Jerome, explained why building awareness and understanding of the importance of vaccinating against COVID-19 was so important.
“Addressing vaccine hesitancy is a critical focus for AHP partners as we work alongside the Government of PNG to respond to the COVID-19 pandemic. We need to ensure communities understand the truth about vaccines, and that it is a way out of this pandemic. Vaccines will keep us safe, our families safe, and we can then start to recover from the health, social and economic impacts of COVID-19,” Sally said.
Above: Community sessions that allow time for discussion and questions are proving critical to building community confidence in COVID-19 vaccines in PNG. But the approach takes times and is being supplemented with national campaigns. Image: CARE International.
Learn more
Read more about some of the information and education campaigns that are part of the AHP PNG COVID-19 Response: