A pre-post evaluation study of a social media-based COVID-19 communication campaign to improve attitudes and behaviors toward COVID-19 vaccination in Tanzania

Principal Investigator(s):  View help for Principal Investigator(s) Sooyoung Kim, School of Global Public Health, New York University, New York, NY 10012, United States; Asad Lilani, The Access Challenge, New York, New York 10003, United States; Kate Campana, The Access Challenge, New York, New York 10003, United States; Yestim Tozan, School of Global Public Health, New York University, New York, NY 10012, United States; Caesar Redemptus, Clouds Media Group, Dar Es Salaam, Tanzania

Version:  View help for Version V1

Name File Type Size Last Modified
dat_share.RDS application/gzip 49.9 KB 02/06/2024 10:58:AM

Project Citation: 

Kim, Sooyoung, Lilani, Asad, Campana, Kate, Tozan, Yestim, and Redemptus, Caesar. A pre-post evaluation study of a social media-based COVID-19 communication campaign to improve attitudes and behaviors toward COVID-19 vaccination in Tanzania. Ann Arbor, MI: Inter-university Consortium for Political and Social Research [distributor], 2024-02-06. https://doi.org/10.3886/E198162V1

Project Description

Summary:  View help for Summary In Tanzania, the One by One: Target COVID-19 campaign was launched nationally in July 2022 to address the prevalent vaccine hesitancy and lack of confidence in COVID-19 vaccines. The campaign mobilized social media influencers and viral content with the ultimate goal of increasing COVID-19 vaccine uptake in the country.The objective of this study was to empirically assess the impact of the campaign on three outcomes: vaccine confidence, vaccine hesitancy, and vaccination status. Using programmatic data collected through an online survey before and after the campaign, we conducted a difference-in-difference (DiD) analysis and performed a crude, adjusted, and propensity score-matched analysis for each study outcome. Lastly, to observe whether there was any differential impact of the campaign across age groups, we repeated the analyses on age-stratified subgroups.Data included 5,804 survey responses, with 3,442 and 2,362 responses collected before and after the campaign, respectively. Although there was only weak evidence of increased COVID-19 vaccine confidence in the campaign-exposed group compared to the control group across all age groups, we observed a differential impact among different age groups. While no significant change was observed among young adults aged 18-24 years, the campaign exposure led to a statistically significant increase in vaccine confidence (weighted/adjusted DiD coefficient=0.76; 95% CI: 0.06, 1.5; p-value=0.034) and vaccination uptake (weighted/adjusted DiD coefficient=1.69.; 95% CI: 1.02, 2.81; p-value=0.023) among young adults aged 25-34 years. Among adults aged 35 years and above, the campaign exposure led to a significant decrease in vaccine hesitancy (weighted/adjusted DiD coefficient=-15; 95% CI: -21, -8.3; p-value<0.001).The social media campaign successfully improved vaccine hesitancy, confidence, and uptake in the Tanzanian population, albeit to varying degrees across age groups. Our study provides valuable insights for the planning and evaluation of similar social media communication campaigns aiming to bolster vaccination efforts.
 



Related Publications

Download this project

Published Versions

V1 [2024-02-06]

Export Metadata

Dublin Core

DDI 2.5

Report a Problem

Found a serious problem with the data, such as disclosure risk or copyrighted content? Let us know.

This material is distributed exactly as received from the data depositor. As of April 2026, depositors are required to submit study materials in accessible formats. ICPSR has not reviewed, checked, or processed this material. For additional information about the study, please contact the investigator(s) directly. If you have questions about the accessibility of materials distributed by ICPSR or require further assistance, please visit ICPSR's Accessibility Center.