Audience Segmentation for Vaccination: A Practical Guide to Using Segmentation to Increase Vaccine Uptake

"Segmentation is an ideal tool for policy-makers and other public health officials to increase vaccine uptake through targeted communication or tailored interventions."

This toolkit is intended for use by social and behavioural change communication (SBCC) professionals to encourage vaccine acceptance and uptake by employing segmentation based on attitudes and behaviours of their intended populations. It aims to: familiarise the toolkit user with basic concepts of segmentation; review real-world examples of segmentation in resource-constrained contexts; build on existing segmentation to develop messaging, campaigns, and interventions; and access robust tools to develop their own segmentation.

The toolkit revolves around a case study involving, in 2021, Johnson & Johnson conducting segmentation analysis in three African countries to understand why people were not getting vaccinated against COVID-19 in order to engage them in conversations on the topic to increase vaccine uptake. They leveraged various types of information, from demographic to behavioural and attitudinal. While the case study at the heart of the toolkit focuses on COVID-19 vaccines, segmentation can be applied to any effort to increase vaccine uptake.

Sections include:

1. Introduction
2. The Problem
3. The Response
4. Module A: An Introduction to Segmentation
5. Module B: Segmentation in Action
6. Module C: Conducting Your Own Segmentation
7. Conclusion

This toolkit is a part of Breakthrough ACTION's SBC Learning Central platform (see Related Summaries, below). The course for which the toolkit is developed is available in English or French.