UNICEF Nigeria Project with Facebook: Amplifying and Testing Immunization Messages; A case study on the effectiveness of vaccine messaging on the UNICEF Nigeria Facebook platform

UNICEF Nigeria partnered with Facebook to amplify and test the effectiveness of three different types of messages (emotional, authoritative and informative) in driving informational campaign outcomes regarding vaccines on its Facebook platform. The messages promoted that vaccines were both safe and effective in protecting children from vaccine-preventable diseases and that it is important to continue routine immunization amidst the COVID-19 pandemic. The digital vaccination campaign reached over 16.5 million people in Nigeria. The campaign saw strong, statistically significant ad recall across the various content messages, with real-life authoritative messages being the most memorable and worked best in shifting knowledge and attitudes objectives. The findings highlight an opportunity to further use authoritative messages to drive immunization outcomes.