American Univesity of Beirut

Campaign strategy

​​​​​​​​Background
AUB has received 90,000 Pfizer-BioNTech vaccine doses, freely available to unvaccinated members of the AUB community, including employees' households and close families, as well as selected and specific vulnerable populations.

Methodology
We use social marketing as a framework to guide the development and implementation of the vaccination campaign. Social marketing is a theory-based and data-driven framework that integrates marketing concepts with other approaches to influence behaviors benefiting individuals and communities, guided by ethical principles. Social marketing is advocated by the World Health Organization's Sage Working Group on Vaccination Hesitancy and has been successfully employed to improve immunization​. Experts have recently recommended using social marketing to guide the design and implementation of COVID-19 vaccination efforts​ and to increase vaccines demand.

Through the Vaccination Working Group, we are leveraging the expertise of our academic institution to engage the community in co-designing solutions to maximize the acceptance and adoption of the COVID-19 vaccines, while addressing potential misconceptions and hesitancies. 

Goal
The goal of the campaign is to vaccinate most of (if not all) the AUB community who needs to access the AUB campus by the beginning of the new academic year 2021-22.

Positioning statement​
We want the AUB community to regard taking the Pfizer BioNTech COVID-19 (or any other) vaccine as the best way to protect each other and to resume a normal campus life. ​

Objectives

  • ​We want the AUB community to understand that the Pfizer-BioNTech vaccine is safe and efficacious to reduce the risk of transmitting COVID-19 and developing serious consequences, such as hospitalizations and deaths.
  • We want the AUB community to register for the vaccine​ and book an appointment​ to take two doses by the end of the summer 2021 term, or as soon as possible.

Strategy
The vaccination campaign follows a phased approach, based on a priority segmentation of the AUB community

  • Phase 1: June 18‒July 9* for faculty, staff, and students who need access to campus for summer activities
  • Phase 2: July 12‒23* for faculty, staff, and students who need access in the fall term
  • Phase 3: July 30‒August 30* for dependents and other populations


*Dates are tentative, as they depend on the supply of vaccines from the Ministry of Public Health.

Key performance indicators​
​The number of AUB community segments who express their intention to take the vaccine, take the first dose (partially vaccinated), and the second dose (fully vaccinated).

If you are an AUB community member, consider taking your vaccine today by booking an appointment at the AUBMC Immunization Center: bit.ly/AUBeVaccinated​.

Page last updated on August 30, 2021 at 23:31, GMT+3.

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