Case Study: Boosting vaccination rates through fact-based content in Asia, Africa, and Latin America.
During my time with Save the Children International, I was part of the global communications taskforce for This is our Shot, a behavioural science-led social media campaign addressing vaccine hesitancy in low- and middle-income countries.
Partnering with Meta, I used social listening insights to shape strategy and wrote ad scripts through a behavioural lens, ensuring messages tackled concerns around safety and side effects. The campaign delivered contextual video and static ads via trusted messengers—such as influencers and medical professionals—linking directly to national vaccine sites.
Over eight weeks, it reached more than 150 million people across Asia, Africa, and Latin America
CAMPAIGN RESULTS
Learn more here.
150 million
reach countries with some of the lowest vaccination rates in Asia, Africa and Latin America.
6.4 million
vaccine registration click-throughs via campaign content.
500K+
engagements across Meta platforms (Facebook & Instagram).
Visual Content
Below are a series of fact-based videos that I developed for Facebook Ads, targeting demographics in low-vaccination regions across Asia, Africa, and Latin America. I wrote the content scripts through a behavioural science lens, simplifying complex information around common COVID-19 vaccine hesitancies into clear, relatable messages via animated style.