Ashoka Reflections - Mar 2023
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WHAT BEHAVIOURAL SCIENCE
CAN TELL US ABOUT VACCINE
HESITANCY: INSIGHTS FROM CSBC
Centre for Social and Behavioural Change has been working to
understand vaccine hesitancy and protective behaviours around
COVID-19 to design interventions to alleviate them
Ashoka Reflections | Page 09
Vaccines are undoubtedly among the most significant medical advancements in human history.
Without them, historically fatal diseases like smallpox, polio, or whooping cough would continue to
decimate human populations around the world. It’s evident that vaccines are necessary, effective,
and safe — so why do so many people hesitate to get them?
The importance of this question can’t be underestimated, not in the least because of the devasting
impact that COVID-19 has had over the last three years. At the Centre for Social and Behavioural
Change, vaccine hesitancy and protective behaviours around COVID-19 have been a critical area of
interest since 2020. Our aim has been to understand these phenomena to design interventions to
alleviate them.
Our work began much before the vaccine: In September 2020 we launched our “Wear the Mask”
project, which comprised seven overlapping multimedia campaigns that targeted mask-wearing and
related behaviours. These were based on our “4R” model of enforcement-led behaviour change:
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