Segmentation Study, Message Testing and Creative Assets

Johnson & Johnson Global Public Health has created a series of unbranded research-based tools to equip vaccine confidence efforts in Africa. The first tool is a psycho-behavioral segmentation and community-level mapping of population segments. The next tool tests specific messages to guide what to say and who should say it to increase the willingness to vaccinate. Finally, a set of creative content utilising the message and messenger findings presented here are also part of the tools.