Digital and mass media approaches to support hygiene and vaccine uptake during the COVID-19 pandemic

This learning brief will summarise and explore key learnings about digital and mass media approaches utilized by the Hygiene & Behaviour Change Coalition (HBCC), local governments, NGOs, private sector partners and community groups responding to the COVID-19 pandemic in lower and middle-income countries (LMICs). This includes how partners participated in active and meaningful engagement with a broad range of stakeholders to develop social and behaviour change communication strategies, approaches and content; how formative research was used to inform these activities; to the use of audience segmentation to engage with and support specific groups, including populations who may be vulnerable; how communication approaches and content were developed and adapted to address pandemic and communication fatigue; how communication strategies were designed to deal with misinformation; and, how monitoring and evaluation (M&E) of digital and mass media activities supported adaptation and learning.