ArticleBMJ open2025
Promotion over pixels: a mixed-methods analysis of vaccine communication strategies in Plateau State, Nigeria.
Article in BMJ open, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 1 paper.
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
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Who cites it
1 citing paper in PubMed.
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Authors and funding
4 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
rationaleThe COVID-19 pandemic prompted the implementation of multiple public health strategies to encourage vaccine uptake. Among these, digital media campaigns, community outreach programmes and promotional efforts have been widely used. However, there remains limited understanding of their relative effectiveness in influencing vaccine acceptance, particularly within the Nigerian context.
objectiveThis study aimed to assess the relationship between digital media campaigns, community outreach programmes and promotional efforts and their influence on COVID-19 vaccine acceptance in Plateau State, Nigeria, while identifying which strategy had the most significant impact.
methodsA cross-sectional mixed-methods design was employed. Quantitative data were collected from 300 adult respondents using a structured questionnaire, while qualitative data were obtained through key informant interviews. Descriptive statistics, Spearman's correlation and regression analyses were used to analyse the quantitative data, and thematic analysis was applied to qualitative responses.
resultsPromotion efforts exhibited the strongest positive correlation with vaccine acceptance (Spearman's rho=0.490, p<0.01), followed by community outreach programmes (rho=0.414, p<0.01) and digital media campaigns (rho=0.239, p<0.01). Regression analysis showed that promotional efforts accounted for 24.0% of the variance in vaccine acceptance (R
conclusionsAll three strategies were significantly associated with vaccine acceptance, with promotional efforts being the most impactful. These findings highlight the importance of prioritising community-based promotional campaigns, supported by outreach programmes and digital media, particularly in settings with varying access and trust in health systems.
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