Strengthen Community Resilience to Covid-19

Background
In 2021 when Covid 19 was at its peak in India, people were hesitant to get vaccinated. They were afraid, apprehensive and lack of information about vaccination was at its peak. They did not know what to do, how they could secure themselves, what to do after the first dose. The government and other organizations created messages addressing vaccine hesitancy but the messages were few and far between. So people were left with a lot of questions, once again, in the second phase of the pandemic.

Process
The Asia Foundation and Kaboom set out to change this on the ground. Kaboom used a Human Centred Design approach in order to better understand the problems faced by the identified target groups in 15 districts of Uttar Pradesh, Bihar and Delhi. They partnered with different organizations working on the ground for primary research.

Insights
The research showed that communication on the ground was generic in nature. People were bombarded with fake information from social media which increased vaccination hesitancy. People did not know what to do after the 1st dose of vaccine. And most of all, women, especially pregnant and lactating women were left wondering if the vaccine was for them at all.

Creative Route
Kaboom knew the need of the hour was to create a unified message which had a high recall value. The message had to be simple and in the language people spoke and understood. The information had to be up to date in an environment where new information was coming in everyday. And most importantly we had to be factually correct. And put together, the campaign had to build people’s confidence towards getting themselves fully vaccinated.
From there came, Bas3 (Just3)
Bas 3
Savdhan, Samjhdar, Surakshit

Savdhan - Be careful
Samjhdar - Be Proactive and sensible.
Surakshit - Be vigilant and secure.
Kaboom used the trusted voices within the communities to humanise the communication and make it by the people and for the people, while giving authentic information.
Execution
This campaign ran across 15 districts of Uttar Pradesh, Bihar and Delhi.
Posters, Wall Art, Banners, Vans with mics, Flyers and stickers were distributed across the region. Social media was used to reinforce the message. Community leaders, frontline workers and doctors became the face of the campaign to ensure the messages reached far and wide and people trusted the voice that delivered the message.
Impact
The on-going campaign has already reached over 67000 men and especially women from the vulnerable communities.