Social Behavior Change Communication

CARE Countries Take Creative Approaches to Campaign for COVID-19 Vaccination

By Priya Pradhan · November 16, 2022

As part of a partnership with Meta, CARE ran a series of summer campaigns that promoted vaccine confidence and preventive practices in 16 countries across the globe.

One Step Closer to Vaccination

By Jessica Kirkwood and Brandie Feuer · April 26, 2022

In 2021, 20 CARE Country Offices ran 45 pro-vaccine campaigns on Facebook and Instagram. Through Meta’s brand lift study tool, we know that 8.6 million people  likely experienced a positive change in knowledge, attitude and/or behavior towards the vaccines and/or preventative measures to protect against COVID. While there are many lessons still to learn, this post shares what we learned about what works and what doesn’t.

Social Media and Social Norming

By Anne Sprinkel, Brandie Feuer, and LaDarrien Gillette · March 30, 2022

CARE wanted to see if we could improve knowledge about and attitudes towards the idea of cooperative savings groups among our target participant groups in Atlanta, Houston, and LA. We wondered if boosted posts could increase interest from women in these markets to learn more and engage with Community Trusts to enjoy the same benefits seen outside the U.S.

COVID-19 and Meta: Social and Behavioral Change Communication Learnings from 20 Countries

By Brandie Feuer · March 18, 2022

CARE created social ads featuring personal stories from a series of women who had been impacted by COVID-19 and were initially vaccine hesitant. The series ran in November, ahead of Thanksgiving and other holiday travel when we knew our target audience would be planning to gather with their families.

Trusted Messengers Drive Positive Social Behavioral Change on Social Media

By Brandie Feuer · February 11, 2022

CARE ran two social and behavioral change communications campaigns on social media, one featuring distinguished U.S. Veterans as trusted messengers and a second featuring content that dispelled common myths about the vaccines. We wanted to discover which approach would drive a higher increase in belief that the COVID vaccines were safe and that getting vaccinated was important.

The Power of Authenticity in Social Behavioral Change Communications

By Brandie Feuer · February 4, 2022

Personal stories prove trustworthy when it comes to social media.

Exploring Faith Leadership and COVID Vaccine Adoption

By Jessica Kirkwood · January 27, 2022

Can an evangelical faith leader reduce vaccine hesitancy among white, evangelical protestant populations with high hesitancy?

Social Behavioural Change Communications Campaigns: The power of context in a fast-changing environment

By Kateřina Buráňová, CARE Czech Republic · November 17, 2021

How CARE Czech Republic became a part of a fascinating learning process through a global partnership with Meta, formerly Facebook.

Faith Leadership and Vaccine Hesitancy Reduction

By Jessica Kirkwood & Mary Kate Wilson · September 8, 2021

In July, CARE USA ran a series of Facebook ads featuring faith leaders. After the success of this campaign, CARE conducted two more experiments: a re-run of the ads in the same states with a more specific targeted audience, and an expansion of the campaign in 12 additional states.

COVID-19 and Social Media: Using Facebook to drive social and behavioral change in 19 countries

By Jessica Kirkwood, Mary Kate Wilson, and Brandie Feuer · September 2, 2021

Through a groundbreaking partnership with Facebook, CARE Country Offices have begun to understand what kinds of messaging works best to increase COVID prevention behaviors and vaccine acceptance.

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