Module 4

ACTION IN RESPONSE TO
COMMUNITY INSIGHTS
AND CLOSING THE LOOP
In
collaboration
with
02
Overview
We have already learned the concept of Social
Listening and Community Feedback, ways to
engage and listen to communities both online,
as well as offline in the previous modules.
Let’s now understand, how to act on community
feedback, and how to close the feedback loop.
Module Objectives
By the end of this module, learners will:

Assess ways to act on community feedback

and close the feedback loop.

Implement methods to tackle rumours and

assess misinformation based on the UNICEF
Vaccine Misinformation Guide.
Analyse the case study on RCCE and AAP
coordination in Afghanistan according to the
best practices of social listening and
community feedback.
Ways to act on what we are hearing

Change what Change what

WE DO​ WE SAY
Ways to act on what we are hearing
Change what WE DO​ Change what WE SAY​
How we engage Share the needed
communities information​
Support community-led Apologize to the community​
solutions​
Implement operational Provide explanations​
adaptations​

Provide assistance​ Address rumours and

misinformation​

Who we work with​

Handle specific cases​

 Change what WE DO​

Adapt risk Support community-led Implement operational

communication and solutions, for example: adaptations, for
community engagement example:
approaches, Community
for example: committees in Changing the time
camps monitoring of distributions
Working with services and sharing
religious leaders information with the Changing the
community equipment
Targeting youth
groups Community
members producing
face masks
 Change what WE DO​

Provide assistance, for Change who we work Handle specific cases,

example: with, for example: for example:
Providing face masks Hiring more female Investigating serious
to those who staff allegations
mentioned not
having access Working with local Answering specific
organizations questions
Providing assistance
to groups who were
left out
 Change what WE SAY​

Share the needed information, for Apologize to the community, for

example: example:
Social media campaign In case wrong information was
provided
Updating the FAQs for staff and
volunteers In case of misconduct of staff
members
 Change what WE SAY​

Provide explanations, for example: Address rumours and

misinformation for example:
Explaining the reasons for policy
changes Working with trusted voices to
share correct information and
Explaining why certain actions are discuss concerns
not feasible
Producing short videos to
debunk rumours
How to tackle Rumours about
rumours? COVID-19 vaccines

Which rumours
have you heard
about COVID-19
vaccines?
How to tackle Rumours about
rumours? COVID-19 vaccines

The vaccination is You can get

not compatible COVID from
with our religion Vaccines are just a the vaccine
way to make money,
COVID is not real

The vaccines are

not safe as the Many people die
trials were rushed after being
vaccinated
How to tackle rumours about
COVID-19 vaccines?
A strategic approach to tackling
rumours is an iterative process and
part of the broader Social Listening
and Community Feedback efforts.
 How to tackle rumours about
COVID-19 vaccines?
Understanding where the
rumours come from and
analysing the potential
impact of misinformation
in a structured way helps Not all rumours are false;
to triage rumours and many contain a grain of truth.
identify the rumours that It can be challenging to
require a response. determine conclusively
whether something is true.
The process requires some
investigative work to piece
together as much information
as possible.
 How to tackle rumours?

Listen Understand Engage

UNICEF Vaccine Misinformation Guide and hyperlink to:

https://vaccinemisinformation.guide/
 How to tackle rumours?
Listen
We have already covered different ways for listening to communities
and discussed that we should always be using a combination of
different channels.
When going through the data collected, we will come across
misinformation.
You can highlight these in your data or have a separate rumour log.

UNICEF Vaccine Misinformation Guide and hyperlink to: https://vaccinemisinformation.guide/

 How to tackle rumours?
Understand
The next step is to assess the misinformation, analyse and monitor
trends.
For us to be able to act on it, we need to identify and highlight the
actionable insights.
And where needed, react rapidly.

UNICEF Vaccine Misinformation Guide and hyperlink to: https://vaccinemisinformation.guide/

 How to tackle rumours?
Engage
The third step is to systematically engage communities, as well
as key stakeholders.
This involves to talk about the right topics, using the most
effective information sources and ensuring access to correct
information.
It can also involve to “debunk” specific rumours.

UNICEF Vaccine Misinformation Guide and hyperlink to: https://vaccinemisinformation.guide/

How to tackle Assessing the
rumours? misinformation
FIVE PILLARS OF VERIFICATION

Provenance Source Date Location Motivation

TIPS:
Develop a library of Consult with Consult with the
factual information experts community

Adapted from First Drafts's Guide To Verifying Online Information" and hyperlink to
https://firstdraftnews.org/wp-content/uploads/2019/10/Verifying_Online_Information_Digital_AW.pdf?x58095
How to tackle Assessing the
rumours? misinformation
FIVE PILLARS OF VERIFICATION

Provenance Date Location Motivation

PROVENANCE
Are you looking at the original account, article or piece of content?

Adapted from First Drafts's Guide To Verifying Online Information" and hyperlink to
https://firstdraftnews.org/wp-content/uploads/2019/10/Verifying_Online_Information_Digital_AW.pdf?x58095
How to tackle Assessing the
rumours? misinformation
FIVE PILLARS OF VERIFICATION

Provenance Source Date Location Motivation

SOURCE
Who created the account or article, or captured the original piece of content?

Adapted from First Drafts's Guide To Verifying Online Information" and hyperlink to
https://firstdraftnews.org/wp-content/uploads/2019/10/Verifying_Online_Information_Digital_AW.pdf?x58095
How to tackle Assessing the
rumours? misinformation
FIVE PILLARS OF VERIFICATION

Provenance Date Location Motivation

DATE
When was it created?

Adapted from First Drafts's Guide To Verifying Online Information" and hyperlink to
https://firstdraftnews.org/wp-content/uploads/2019/10/Verifying_Online_Information_Digital_AW.pdf?x58095
How to tackle Assessing the
rumours? misinformation
FIVE PILLARS OF VERIFICATION

Provenance Date Location Motivation

LOCATION
Where was the account established, website created ​or piece of content captured?

Adapted from First Drafts's Guide To Verifying Online Information" and hyperlink to
https://firstdraftnews.org/wp-content/uploads/2019/10/Verifying_Online_Information_Digital_AW.pdf?x58095
How to tackle Assessing the
rumours? misinformation
FIVE PILLARS OF VERIFICATION

Provenance Date Location Motivation

MOTIVATION
Why was the account established, website created ​or the piece of content captured?

Adapted from First Drafts's Guide To Verifying Online Information" and hyperlink to
https://firstdraftnews.org/wp-content/uploads/2019/10/Verifying_Online_Information_Digital_AW.pdf?x58095
How to tackle What is the potential impact of the
rumours? rumour? How high is the risk?

The potential
impact of a INDICATOR LOW RISK MEDIUM RISK HIGH RISK
rumor should be RISK TO VACCINE Low risk to Vaccine Potential to trigger Potential to lead to
HASITANCY & demand hesitancy to vaccinate vaccine refusals
assessed before DEMAND

any response is REACH AND Limited potential Moderate potential Wide or cross-county
SCOPE OF
formulated, MISINFORMATION reach or scope reach or scope reach or scope

which requires a Outward displays of

GENERAL PUBLIC Remaining trust in Reduced trust in mistrust government,
strong situational TRUST government, health government, health health services,
services, vaccines services, vaccines vaccines
understanding.
RESPONSE Monitor closely, Debunk, raise trusted Debunk, raise trusted
consider prebunking voices voices
Source: adopted from UNICEF
How to tackle Deciding when to engage
rumours?
Social Listening

Misinformation Low Risk Misinformation

Information Gaps Medium/High Risk

Inoculate Monitor
Shape the Agenda Debunk Specific Myths
(Pre-bunk) Closely

Effective Raise
Content Voices

Source: UNICEF/The Debunking Handbook

How to tackle Deciding when to engage
rumours?

When there is misinformation with a low risk of

causing harm and gaining traction, we can preventively
communicate the correct information, and monitor the
situation closely – pre-bunk them.

As soon as misinformation with medium or high risk

of causing harm and gaining traction starts gaining
momentum, we need to address the specific rumours
and debunk them.
How to tackle Debunking rumours
rumours?

FACT WARNING FALLACY FACT

Lead with the fact Misinformation Flag tactics being used Provide alternative
alert! (antigen) to deceive correct info
Make it clear,
relevant, sticky Misleading tactics Undermine trust in Must replace
alert! disinformation authors misinformation, cannot
leave a vacuum
Make correct
information stickier
Highlight Reveal
than misinformation
Misleading hidden
tactics agenda
Source: UNICEF/The Debunking Handbook
How to tackle Debunking examples
rumours?

FACT WARNING FALLACY FACT

COVID-19 vaccines There are rumours This rumour was Vaccines don’t give you
play an important that you can get the spreading after some the disease. The
role in contributing disease through a people developed a vaccine teaches your
to control the COVID-19 fever after receiving body how to generate
pandemic. COVID-19 vaccination. the vaccination. the right immune
vaccination will help response, which can
keep you from lead to your body
getting COVID-19. developing a fever. This
is completely normal
and a good thing.
Source: UNICEF/The Debunking Handbook
 How to prevent rumours?

We can ask There are a many It is relevant to include

ourselves following things we can do to questions about the
questions which prevent rumours to information
can guide us to the spread in the first landscape; as we know
most important place. from experience that
actions. rumours mostly
happen in case there
is too much or too
little of it.
 How to prevent rumours?
Is there too much Is there an
information? information gap?
Ensure access to clear, Support key actors in their
transparent and coherent communication efforts
communication
Be transparent, consistent
Limit the access points and open, particularly about
and ensure the latest uncertainty, controversy and
information is accessible mistakes
to everyone
Adapt communications to
respond to the concerns of
different groups of people,
using trusted sources and
platforms.
Are communities
involved in the response?
To build trust, we need to
show that we listen to
community concerns and
how communities can play
a part in the response
Establish dialogue and
create feedback systems
Include diverse groups and
listen with an open mind
 How to ensure findings are
informing the broader response

Share and discuss findings

- with your colleagues
- with other organizations
- with other pillars for the response
Form strategic
Identify champions
Gain leadership buy-in
 CASE
STUDY

Analyse the case study on

RCCE AND AAP COORDINATION
IN AFGHANISTAN
RCCE and AAP Examples of
in Afghanistan collaboration
History & Context
In 2019, OCHA plans to resurrect the defunct Community
Engagement Working Group as the AAP Working Group
RCCE Working Group established in April 2020 with intention to
move under the AAP Working Group when it began operating

In July 2020, the AAP Working Group was launched

RCCE and AAP Examples of
in Afghanistan collaboration
Early in the COVID-19 crisis: RCCE partnered with the RCCE and
AAP Groups and collaborated on AAP-related assessments,
surveys, and focus group discussions, including the gender in
humanitarian action Working Group to examine gender and RCCE
in Afghanistan.
Later, the RCCE and the AAP Working Group are collaborating
on a COVID-19 vaccination discussion guide for the Ministry of
Public Health.
The RCCE makes regular updates at AAP meetings, the RCCE will
utilize the larger AAP Working Group member networks to
disseminate its products and information.
RCCE and AAP Examples of
in Afghanistan collaboration
Plan for the future
More synergy between the RCCE and AAP Working Groups

Example: Previously, there were two 4W surveys covering many

of the same topics. Likely to combine the two surveys into a
single Community Engagement and Accountability 4Ws, with a
column designating whether the activity is COVID-related.

Example: OCHA Afghanistan exploring how to give RCCE

a presence on the AAP Working Group page on the
humanitarianresponse.info web site.
Closing the feedback loop
Closing the feedback loop means we are
making sure that the last step of our SL&CF
efforts is to get back to communities and tell
them how the information they shared was
handled, or provide the needed or requested
FEEDBACK
information. LOOP
This helps to build trust and encourages
acceptance within the communities we serve.
Closing the feedback loop

SL&CF efforts for Use of information

communities shared

FEEDBACK
LOOP
Build trust and Provide
acceptance requested info
Closing the feedback loop Examples:
Produce videos and social
What kind of information? media content

• Answers to questions Update the FAQ

documents for staff and
• Explanations volunteers
• Updates
Organize a discussion with
• Information on how the community representatives of the
insights have led to operational changes MoH

How? Cover the topics in

community dialogues
• Directly if feasible
Work with local media to
• To the broader community cover these topics
• Through various channels
You have come to the end of this session
Action in response to community insights
and closing the loop
Module 4

Do you feel more empowered in handling misinformation,

debunking it and presenting facts in the correct way?

What do you think is the right way to ensure that findings

are informing the broader response?
 Let's Recap
Let's do a quick recap of what you have learnt in this course

Infodemic management is the systematic use of risk- and evidence-based

analysis and approaches to reduce its impact on health behaviors during
health emergencies.

The Global RCCE strategy for COVID-19 should be community led, data
driven, reinforce capacity and local solutions and be collaborative

Community insights help us manage the Infodemic and these insights can be
obtained through different online channels like messaging apps, whatsapp
group, chatbots etc.
The different stages of a community feedback are setting up the mechanism,
collecting information, coding it, analysing it, reporting and closing the
feedback loop.