COMMUNICATION PLAN

Alfonso Miguel Regala, MD, MBA

Health Promotion Bureau
Department of Health
 RANGE OF VACCINATION POSITIONS

Activist Rejecting Hesitant Accepting Demanding Advocating

Minimize Impact Maintaining Trust Address Concerns Maintaining Good Manage Support Advocacy
Consent Process Expectations
 MOTIVATION
VACCINATION
● Intention to get a
Covid-19 vaccine ● Receives
● Willingness to recommended
recommend a Covid-19 vaccine
vaccine

The BeSD expert working group. Based on : Brewer NT, Chapman GB, ROthman AJ,
Leask J, and Kempe A (2017). Increasing vaccination: Putting psychological science
into action. Psychological Science in the Public Interest. Vol 18(3): 149-207.
 PRACTICAL ISSUES
WHAT PEOPLE
THINK AND FEEL: ● Know where vaccine is available
● Previous uptake of adult vaccination
● confidence in vaccine ● Ease of access
benefits ● Preferred site
● confidence in vaccine safety ● Availability of on-site vaccination
● perceived risk (self, patients)
● seeing negative information

MOTIVATION
SOCIAL PROCESSES: VACCINATION
● Intention to get a
● Influential support for Covid-19 vaccine ● Receives
vaccination ● Willingness to recommended
● Vaccination norms recommend a Covid-19 vaccine
● Workplace norms vaccine
● Decision and travel autonomy
● Trust in vaccine providers
The BeSD expert working group. Based on : Brewer NT, Chapman GB, ROthman AJ,
● Confidence in answering Leask J, and Kempe A (2017). Increasing vaccination: Putting psychological science
questions into action. Psychological Science in the Public Interest. Vol 18(3): 149-207.
 Phase 1 Phase 2 Phase 3
Health Care Priority Rest of
Workers Population Population

Other
Influencers
 Demand Generation

Communication & Community Crisis

Social Listening
Engagement Communication

Develop and
align messages*
Multiply Activate
& platforms Demand Side Supply Side
champions Communities
across public &
private sector

Opinion-
Community
makers &
Organizers
Influencers
 Social Listening
SOCIAL LISTENING & LEARNING SYSTEM

General Population

Media & Social Media Monitoring INSIGHTS & RECOMMENDATIONS

KIRA Chatbot
COVID-19 Hotline Policy
Online surveys
Face-to-face surveys

Specific Sector (e.g. HCW) Deployment Plan

Online KAP Survey (q4 weeks)
+ Deep Dive FGD (q4-8 weeks)
F2F KAP (scheduled)*** Demand
Regular Dialogue (q2, q4 weeks) Generation
Strategy & Plan
Specific Geographic Area
Q&A / Feedback from:
TOT/Training Q&A (scheduled) Tactical / Risk
Community Assemblies (scheduled) Communication
Chat Groups (PRN) (e.g. FAQs,
PLATFORM / TOOL ENHANCEMENT PRs)
Operations Data
Reports (daily)
***with the help of LGUs
 What we need from you

✓ Be agents of “tamang impormasyon”

● Share only accurate information, get
posters and explainer videos from
bit.ly/COVID19VaxMaterials4Partners
● Cascade the “10 things you need to
know about COVID-19 vaccines” video
to your networks
 Indigent Senior Persons with Uniformed Government General
HCWs
Population Citizens Comorbidities Personnel Employees Public

CSC
DOH Centers for regional
Health Development and local
offices

Philippine Medical
Association local
chapters
 What we need from you

✓ Be agents of “tamang impormasyon”

● Take active steps to be informed
■ Validate information from
https://doh.gov.ph/vaccines
● Organize sessions / fora to engage
others constructively
● Join DOH organized or DOH
partner-supported webinars / training
 Town Hall Polls

How likely are you to get the COVID Vaccine if available, with safety and effectiveness
comparable to other common vaccines , and with FDA approval for public use?

Town Hall with Town Hall with

Town Hall with PMA Town Hall with PNA
Pharmacists Midwives
(14 Jan 2021) (16 Jan 2021)
(23 Jan 2021) (30 Jan 2021)

Exit Poll Entry Poll Exit Poll Entry Poll Exit Poll Entry Poll Exit Poll
Entry Poll (N=301)
(N=293) (N=298) (N=314) (N=534) (N=723) (N=322) (N=495)

Highly
Likely 84% 94% 67% 83% 58% 88% 47% 75%

Not Likely 2% 1% 4% 4% 10% 3% 15% 5%

Not Sure 17% 7% 29% 13% 33% 9% 38% 20%

DOH Academy: learn.doh.gov.ph
 What we need from you

✓ Participate in feedback platforms

● Report ‘fake news’ so these
can be debunked
■ DOH KIRA (Katuwang na
Impormasyon para sa
Responsableng Aksyon)
chatbot
■ https://m.me/OfficialDOH
gov
 What we need from you

✓ Participate in feedback platforms

● Report ‘fake news’ so these can
be debunked
■ KIRA chatbot
● Disseminate and accomplish
the online sectoral survey by the
DOH for uniformed personnel
 What we need from you

✓ Champion vaccination with

expert-recommended
FDA-approved vaccines
● Be conscious of your power to
change other people’s opinions
Thank you!