Boosting COVID-19 Vaccine Uptake Among Adolescents: CIPHER’s Role in Developing Pfizer Vaccine Communication Materials in Malawi
The COVID-19 pandemic significantly disrupted global health systems, economies, and societal structures, pushing many healthcare systems to the brink of collapse. Mass vaccination quickly became a critical strategy for controlling the outbreak. Yet, in many parts of the world—especially Africa—vaccine uptake remained alarmingly low. According to the World Health Organization, only 14.7% of the African population had been fully vaccinated at the height of the crisis.
In Malawi, over 6.1 million doses of COVID-19 vaccines—including AstraZeneca, Pfizer, and Johnson & Johnson—were delivered. Despite this progress, uptake among adolescents aged 12 to 17 years, particularly for the Pfizer vaccine, remained low due to misinformation, fear, and limited awareness.
To address this challenge, the Ministry of Health, through its Risk Communication and Community Engagement (RCCE) team, partnered with UNICEF and technical support from CIPHER (Centre of Innovation for Public Health and Emergency Response) to develop and roll out targeted communication materials aimed at increasing vaccine awareness and uptake among school-aged children.
Objectives of the Initiative
The primary objectives of the initiative were to:
- Raise awareness about the Pfizer vaccine among adolescents.
- Increase vaccine uptake among school-aged children aged 12 to 17 years.
- Combat vaccine hesitancy through relatable and culturally appropriate messaging.
Participatory Development and Testing Process
The initiative began with a two-day workshop held at Thope Hotel in Mponela. Here, the Ministry of Health’s Community Health Education team, CIPHER, and key stakeholders co-developed communication materials such as posters and stickers. These materials were tailored specifically for adolescents and designed to directly address fears, myths, and misconceptions surrounding COVID-19 vaccination.
To ensure the effectiveness of these materials, a five-day field testing phase was conducted in schools across four educational zones. Students and community stakeholders provided feedback on language, visuals, and message clarity. This feedback was instrumental in revising the materials to ensure they were both engaging and culturally appropriate.
UNICEF played a pivotal role in this phase, providing funding of MWK 49,264,511.00 to support the development, pre-testing, review, printing, and distribution. They also funded two risk communication consultants who helped guide the content creation process and ensure alignment with public health messaging standards.
Key Outputs and Impact
The initiative led to several tangible outcomes:
- Finalized Posters and Stickers: Visually engaging materials emphasizing the benefits and safety of the Pfizer vaccine were produced.
- Wide Distribution: Materials were distributed to schools and communities, directly reaching adolescents and their caregivers.
- Improved Vaccine Confidence: Through targeted messaging, students gained a better understanding of the vaccine’s role in protecting their health and returning to normal schooling.
A Model for Future Communication Interventions
This project highlighted the power of collaborative communication in overcoming vaccine hesitancy. With leadership from the Ministry of Health, technical input from CIPHER, and funding and coordination from UNICEF, the initiative demonstrated how well-designed, audience-specific messaging can improve public health outcomes.
By integrating cultural relevance, community feedback, and real-time testing, the initiative offers a strong model for future health communication efforts in Malawi and beyond. It reinforces the importance of reaching adolescents and other underserved groups with messages that not only inform—but also resonate.
CIPHER remains committed to supporting innovative, evidence-based approaches that strengthen public health communication, improve service uptake, and build trust between communities and the health system