Audience Segmentation for Vaccination

This toolkit is intended for use by social and behavioral change communication professionals to encourage vaccine acceptance and uptake by employing segmentation based on attitudes and behaviors of their intended audience. The goals of this toolkit are to:

  • Familiarize toolkit users with the concept of segmentation and how it can be employed to target messaging during epidemics.
  • Provide resources for policymakers and implementers.
  • Support preparedness efforts to protect against and anticipate needs in the next pandemic.

If you would like to save or print this toolkit, it is available as a PDF in the Materials tab above.