Reframing vaccine narrative: a co-production study of a media campaign intervention to address childhood vaccine hesitancy among Nigerian parents and caregivers

Abstract

Introduction: Childhood vaccine hesitancy is a public health concern. Nigeria is one of the countries with the highest rates of zero-dose childhood vaccination. This study makes an original contribution by adopting a co-production approach underpinned by interpretative phenomenological analysis (IPA) to meaningfully inform the co-production of a media campaign intervention with Nigerian parents/ caregivers whose child(ren) are not, or only partially, up to date with routine immunizations aimed at reducing childhood vaccine hesitancy and promoting uptake. Methods: A total of 10 parents or caregivers whose children were not up to date with their vaccinations were recruited for the study and participated in a focus group discussion. Data were analyzed using IPA. Results: The findings reveal that hostility, misinformation, and the breakdown of trust in vaccines, alongside faith, tradition, and the lived logic of alternative protection, intersect to exacerbate hesitancy. The findings also reveal that clarity, reassurance, and empowerment in vaccine communication, underpinned by gendered voices, can build trust in vaccine messaging and encourage uptake. Discussion: The study offers important insights for policymakers and public health communication strategies, underscoring the need for culturally appropriate media campaign interventions that address vaccine-related concerns and foster uptake.