Campaign objective
Accelerate COVID-19 vaccination uptake in the Democratic Republic of Congo, particularly in Kinshasa and Lualaba, by combating misinformation, strengthening vaccine trust and encouraging preventative health behaviour.
Public health communication initiative
AU Bingwa Initiative
A multi-channel campaign created to strengthen COVID-19 vaccine trust, counter misinformation and increase vaccination demand in Kinshasa and Lualaba.
The assignment
Build vaccine confidence through trusted voices and visible community action.
PRISM’s role
Design and execute a dynamic multi-channel communication strategy combining influencer marketing, traditional media, digital engagement and direct community outreach.
Communication principle
Reach people where they already gather, listen and interact, then keep the campaign responsive through real-time community feedback.
Campaign strategy
One public-health message delivered through four connected workstreams.
The campaign combined reach with participation: national and digital visibility was reinforced by roadshows, live interaction and community listening.
Mobile roadshows
A custom-designed truck toured Kinshasa and Lualaba with live performances, interactive sessions and on-the-spot vaccination opportunities.
Influencer engagement
Artists, journalists, comedians and dance groups helped debunk vaccine myths, mobilise communities and make the message culturally relevant.
Social and traditional media
Social advocacy, radio broadcasts and press conferences expanded the campaign beyond physical activation locations.
Community listening
Real-time feedback allowed the communication approach to remain responsive to public concerns, misinformation and emerging needs.
Campaign impact
A public-health message carried far beyond the roadshow route.
Influencer participation, broadcast visibility, digital advocacy and community activation created a large communication footprint across Africa.
76M
People reached across Africa
363M
Campaign impressions
30+
Influencers activated
Mobile activation
The campaign travelled directly into communities.
The custom-designed roadshow created a visible, participatory platform where entertainment, conversation and vaccination access could happen in one place.
30+
Influencers activated
Trusted public voices made vaccine information easier to hear and share.
The campaign worked with diverse personalities able to translate public-health messages into familiar language, relatable formats and culturally relevant engagement.
Artists and performers
Journalists and media voices
Comedians and entertainers
Dance groups and community mobilisers
Media amplification
Visibility across digital, broadcast and earned media.
The campaign used a powerful combination of social media advocacy, radio broadcasts and press engagement to reinforce roadshow activity and extend vaccine-confidence messaging.
363M
Total campaign impressions
Social media advocacy
Digital content enabled influencers and campaign channels to address misinformation and sustain public conversation.
Radio broadcasting
Broadcast media increased message frequency and reached audiences beyond digital and activation spaces.
Press engagement
Press conferences helped establish campaign visibility and strengthen the initiative’s public-health credibility.
Community listening
The strategy adapted as communities responded.
Real-time feedback helped the campaign remain responsive to public concerns and needs instead of relying on one fixed message throughout the initiative.
01
Listen for recurring questions, uncertainty and misinformation emerging from communities.
02
Use feedback to guide message emphasis, influencer content and on-ground engagement.
03
Keep vaccination communication practical, relevant and connected to local concerns.
Visual archive
AU Bingwa in the field.
Selected campaign moments showing mobilisation, public participation and community-facing communication.
Build public trust with communication people can see, hear and participate in.
PRISM connects strategy, media, trusted voices and field engagement to move complex public-health messages into everyday action.
Brief PRISM