ABC International Development (ABCID) is supporting a Papua New Guinean (PNG) national health promotion campaign to tackle vaccination misinformation and boost public trust in vaccinations.
Tok Imuniti, meaning “Talk about Immunity” in English, puts digital and physical resources in the hands of provincial health workers, empowering them to speak knowledgably and confidently about immunity and vaccination to actively address rumours and misinformation in their communities.
A five-week national multi-media campaign will inform PNG citizens about the importance of vaccination. At the same time, health workers across PNG will be introduced to an innovative digital app featuring videos, fact sheets and a chat function. They will also have access to pamphlets, posters, radio, TV and online information.
All resources have been developed with consideration for the context in which health workers will use them, including variable levels of internet access and knowledge about the role vaccinations play in preventing disease, and diverse language preferences.
According to ABC International Development Lead Jo Elsom: “Tok Imuniti is an example of how a commitment to sharing quality information can save lives. It’s a campaign that breaks new ground and reflects the outstanding skills and advice of our Papua New Guinean partners.”
Elsom continues: “By partnering with PNG communications and health specialists, and leveraging the ABC’s media and communications expertise, together we are supporting workers to have the necessary confidence to promote good health practice, and back it up with credible information resources that make sense to the community.”
ABCID and PNG creative agency Vatava Media consulted extensively with community health workers to understand what was needed to address vaccine hesitancy in a culturally relevant way.
The result is a mix of personal vaccination stories and data that counter misconceptions in entertaining and informative ways.
The national campaign launched on 29 February 2024 with the support of the PNG National Department of Health and the Australian Government.
