The role of media and community engagement in COVID-19 vaccinations in Tanzania

Abstract

Background: The COVID-19 pandemic underscored the critical role of communication strategies in influencing public health behaviours, particularly vaccine uptake. In Tanzania, media and community engagement strategies have been pivotal in efforts to enhance COVID-19 vaccine acceptance; however, their effectiveness remains under scrutiny.

Aim: This study examines the role of media and community engagement in promoting COVID-19 vaccine acceptance in Tanzania by analysing various communication channels and community outreach initiatives.

Setting: The study was conducted in Tanzania across eight purposively selected regions that encompass a broad spectrum of socio-cultural contexts and infrastructural variations.

Methods: A mixed-methods approach was employed, combining quantitative surveys (N = 3098), qualitative interviews and focus group discussions (N = 30) across eight regions. Stratified random sampling ensured proportional representation, while thematic analysis identified key trends in perceptions, vaccine uptake and the influence of the media and community leaders.

Results: High levels of awareness (99.3%) regarding COVID-19 and vaccination were observed; however, vaccine uptake was uneven, with 37.2% vaccinated and regional variations persisting. Trusted sources included traditional media (radio and television) and community influencers, whereas misinformation and inconsistent government messaging contributed to hesitancy. Community engagement by healthcare providers and local leaders significantly influences vaccine acceptance.

Conclusion: These findings highlight the importance of context-specific communication strategies that integrate media and community engagement to build trust, address misinformation and increase vaccine uptake. Policymakers and public health professionals should focus on fostering consistency in messaging, leveraging local leaders and tailoring outreach to diverse socio-cultural contexts.

Contribution: This study makes a substantial contribution by empirically demonstrating the critical roles that media and community engagement play in shaping vaccine acceptance in Tanzania.