COVID-19 vaccination advocacy among Tanzanian rural communities: lessons for future pandemics

Vaccines, as a public good, require an inclusive approach to end vaccine-preventable diseases. Ensuring universal access to vaccination information is crucial, particularly in rural areas, where geographic and socioeconomic barriers persist. The COVID-19 pandemic highlighted these disparities, emphasizing the need for targeted advocacy strategies. This study examined information advocacy strategies used during the COVID-19 vaccination, and the implications.

The study employed a case study design with a mixed-methods approach. The qualitative phase involved community health workers, local leaders, healthcare workers, and influential figures, while the quantitative phase focused on heads of households. All resided in the Geita region in north-western Tanzania. Purposive and multistage sampling techniques were used to select individuals during the qualitative and quantitative phases, respectively. Qualitative data were analyzed thematically, while quantitative data were analyzed descriptively.

Since we used a mixed-methods approach, the presentation of both qualitative and quantitative findings is on a theme-by-theme basis, or a weaving approach. The findings indicate that COVID-19 vaccination advocacy in rural settings hinges on three key elements (themes): strategic outreach points, preferred timing and the nature of the information communicated.

Study findings suggest that future pandemic preparedness plans must consider strategic outreach points, optimal timing, and tailored messaging to strengthen vaccination advocacy in rural settings. Further studies are needed to examine the aforementioned advocacy strategies in different settings and populations.