Global NGO, CARE’s Social Media Video Campaign - Management Assignment Help

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Assessment 2: Online activities

Purpose: This assessment enables you to demonstrate your conceptual understanding by responding to the study question and drawing on the topic learning activities. 

Global NGO, CARE’s social media video campaign from June 2021, #GetVaccinated (Kirkwood & Wilson, 2021), was aimed at combatting Covid-19 vaccine hesitancy (“VH”), a phenomenon largely attributable to distrust of vaccine effectiveness/safety and of policymakers’ motivations (Ihlen, 2020). Evidently, the current ‘infodemic’, or deluge of Covid-19-related information and misinformation generated mainly on social media and by politically partisan commentators among others, is fuelling VH and frustrating global health control and preventative efforts (Zarocastos, 2020; Seccombe, 2020). This campaign exemplifies how CARE fused sciencebased insights and rhetoric theory for effecting social/behavioural change. According to Ihlen (2020), such a two-pronged approach should underpin vaccine and institutional trust-building efforts. Edwards (2018) echoes this, asserting that factual communication benefits from discursive appeals to better persuade audiences. Piloted jointly with Facebook for the US market, #GetVaccinated first sought to geographically locate where VH was highest and the commonly-cited VH-related concerns/beliefs (Kirkwood & Wilson, 2021). Rhetoric theory suggests such empirical research can help overcome trust deficits associated with VH (Ihlen, 2020). As Ihlen (2020) explains, audiences’ knowledge and meaning-making are “socially constructed through communication” (p.165) and so persuasion for collective behaviour change requires rhetors who resonate with communities’ beliefs/values. Edwards (2008) elaborates saying that “respected, trusted…..or popular intermediaries” (p.30) can help persuade audiences in a climate of fear by appealing to their socio-cultural and political identity and aspirations. Consequently, CARE’s bespoke campaign targeted and segmented high-VH, Conservative-leaning states and chose healthcare experts, faith leaders, and celebrities as spokespeople who enjoyed the highest trust ratings among targeted communities (Kirkwood & Wilson, 2021). The campaign’s success in lifting target audiences’ vaccine confidence provides science communicators validation that rhetors can indeed inspire institution-based trust.

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