American University of Beirut

Campaign strategy

AUB has received 90,000 Pfizer-BioNTech vaccine doses as well as 297,000 Moderna (Spikevax) vaccine doses and 340,000 Johnson & Johnson’s Janssen ​vaccine doses​, freely available to unvaccinated members of the AUB community, including employees' households and close families, as well as the extended community​.

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. 

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

Positioning statement​
We wanted the AUB community to regard taking the Pfizer BioNTech and Moderna (Spikevax) (or any other) vaccines as the best way to protect each other and to resume a normal campus life. ​


  • ​We wanted the AUB community to understand that the Pfizer-BioNTech and Moderna (Spikevax) ​vaccines are​ safe and efficacious to reduce the risk of transmitting COVID-19 and developing serious consequences, such as hospitalizations and deaths.
  • We wanted 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.

The vaccination campaign followed a phased approach in 2021, based on a priority segmentation of the AUB community

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

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).​BeVax​

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