Sharing accurate, timely health information is essential for curbing pandemics. But what about when the next pandemic or health crisis comes along? With Ebola and malnutrition across East Africa, how will we use what we learned during COVID-19 and improve how we craft messages in a way that drives behavior change?
Viamo has some insights to that question. We conducted in person and telephone interviews with 60 people across six countries to better understand Viamo’s users. Together, six unique user archetypes emerged.
This persona trusts what they hear and looks on the bright side. They need to know that the vaccine is safe from a reputable source.
”“It’s because the government loves us and thought of having the vaccine for free as they want us to live past this pandemic and live a long life.”HellenFarmer, Malawi
This user will follow the rules if they are clear and seek out authoritative information. They are likely to check and recheck their sources. They can be easily convinced if the message is coming from an authority that they trust. They will view getting vaccinated as a mandate, not a decision.
”“I follow the advice for my health, I have to follow what they are telling me. The advice is not difficult, so I follow all the advices, I wash my hands, put on a mask whenever I go up to the plate, don't close my mouth with my hand.”MesiMother, Mozambique
This user is practical. They do things that offer clear and immediate value to them, and justify their actions through information and common sense.
”“More especially, looking at COVID-19, I can accept because what they talk about makes sense. So I can accept. What I can say concerning 667, the advise is that people need to follow it very much because what they say there makes a lot of sense.”OladeleFarmer, Zambia
This user is going to come to decisions on their own. They won’t respond to pressure or feel like they must go along with the crowd.
”“I haven’t taken the vaccine yet. I will go and get vaccinated. Me on my own, I didn’t believe, I mean I am not fully satisfied with the information on COVID-19.”RadoFisherman, Zambia
This user will make their own decisions if given reliable information. The most important thing is that they feel the decision is theirs and they have made an intelligent decision.
”“Prevention is better than cure.”MondayNigeria
This user takes their cues from others. Seeing their community move in a particular direction gives them strength. This is also why misinformation is so effective with this group.
”“If it is real, I believe and do it, but there are those who don't believe and I'll never do it. The vaccine is said to kill people.”LouiseStudent, Madagascar