Overcoming COVID 19 Vaccine Hesitancy in Nigeria through Strategic Communication

Abstract

Covid 19 Vaccine rejection otherwise known as hesitancy is a serious challenge undermining the Government mass vaccination campaign against the virus in Nigeria. This study investigated the perception of Nigerians toward COVID 19 vaccine, the level of vaccine hesitancy, the predictors of vaccine hesitancy and strategic communication approaches that can be employed to overcome the hesitancy in the country. The study adopts mixed method based on the use of questionnaire and interview to collect data from members (n=370) of the populace in Taraba State as well as experts (n=6) in strategic communication across different Universities in Nigeria. Outcome of the study revealed high rate of COVID 19 vaccine rejection among Nigerians and the major predictors were fear of side effect, rumours, conspiracies surrounding the virus and mistrust toward government. The study further revealed that strategic communication principles such as audience segmentation, tailored messages, use of multimedia can help in promoting the acceptability of the vaccine. This is possible if experts in strategic communication form part of the campaign team for the mass vaccination programme.