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Vaccine Misinformation Management Guide

LOOK AT THIS IF YOU'RE INTERESTED IN:

Reviewing current guidance for addressing a global infodemic and fostering demand for immunization.

HOW YOU CAN USE THIS MATERIAL:

Use the recommended strategies and approaches to develop evidence-based, and well-coordinated national action plans to rapidly counter vaccine misinformation and build demand for vaccination that are informed by social listening.

OVERVIEW:

Misinformation threatens the success of vaccination programs across the world. This Vaccine Misinformation Management Field Guide aims to help organizations to address the global infodemic through the development of strategic and well-coordinated national action plans to rapidly counter vaccine misinformation and build demand for vaccination that are informed by social listening. The guide is currently available in English and French, with additional languages coming soon.

Key Points:

  • Misinformation is false information that’s shared by people who don’t realize it is false and don’t mean any harm, including vaccine proponents.
  • Disinformation is deliberately engineered and disseminated false information with malicious intent or to serve agendas.
  • Where feasible, implementation may be guided by a central function, a social analyst or ‘infodemic manager’ which coordinates the listening, identification and assessment of rumors, and provides actionable insights and recommendations to communications, RCCE, advocacy and other teams involved in public engagement.
  • The development of a social listening system should be guided by a triangulation between the various tools available and the mapping of the information ecosystem, in particular the channels where vaccine-related information is being diffused and discussed.
  • There is a variety of free and paid-for media monitoring and analytical tools available. The monitoring system that you create should be able to access the channels, communities, and conversations that were identified as important in the Information Ecosystem Assessment, and thus the system is likely to incorporate a combination of tools.
  • Developing a Standard Operating Procedure (SOP) for recording new challenges, verifying and assessing the impact of misinformation, and tracking trends make it easier to share intelligence between partners.
  • Ensure that people searching for information can easily find credible, accurate, and relevant information on vaccines, infectious diseases and immunity in their language. The content should be relevant and available to people searching, in formats that will resonate.
  • Regularly disseminate this content through the channels that are hosting vaccine-related conversations, and consider novel push tools that may reach those with limited or no internet access.

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