The uInfluence Initiative

uInfluence emerged as part of UNICEF's Digital Community Engagement (DCE) initiative, which was formed by UNICEF and the Public Good Projects in 2021 to address the spread of misinformation and its harmful effects on public health and to drive the demand for polio vaccines. The DCE initiative monitors multiple social listening platforms (e.g., Facebook, YouTube, Instagram, Twitter) to uncover public perceptions about vaccines and to monitor the spread of facts and disinformation. Based on the data collected, DCE and country teams jointly create appropriate messaging and online content to debunk vaccine myths and rumours and to build trust with accurate and timely information about polio and routine immunisation.

uInfluence is a crucial part of the strategy and consists of a network of volunteer DSMs who are everyday social media users, many of them young people, who are already active in online communities. They post content shared by uInfluence on their social media platforms such as Facebook and Instagram, address common questions that may arise from their posts, and provide tips for combating misinformation within their communities. 

The uInfluence interactive online platform helps with the recruitment of digital volunteers and the sharing of science-backed information about polio and childhood vaccination produced by DCE teams. The platform contains ready-to-use content templates, infographics, and videos and also sends out regular newsletters with urgent messages that need to be shared by DSMs in response to current misinformation monitoring results. DSMs are requested to tag their social media messages with #uInfluence so that the message can be tracked by uInfluence and so that questions people may ask in response to the post can be monitored and responded to. According to UNICEF, within six months of its initiation, DCE demonstrated up to a 22% increase in virus risk perception and 16% more confidence in vaccine safety. In 2022, content posted through uInfluence channels and amplified by digital volunteers reached 74 million people. As of May 2023, the uInfluence network consisted of more than 77,000 influencers in 100 countries.

In March 2024, UNICEF organised the first uInfluence in-person meet-up in Pakistan, engaging over 50 young digital influencers. (See video, below.) This event was designed to link digital advocacy with real-world impact in an effort to address polio. To give influencers firsthand experience of polio eradication efforts, the event included a visit to the Lahore Railway Station, a crucial site for year-round vaccination. Influencers observed frontline workers in action, witnessing firsthand the dedication required to keep children safe from polio. This real-world experience was intended to deepen their understanding and commitment to the cause they champion online. There are plans to hold further uInfluence meet-ups in other polio outbreak countries.

Plans are also underway to recruit more young influencers by partnering with educational institutions and youth organisations. These new volunteers will receive  training in digital literacy, fact-checking, and content creation to enable them to effectively counter misinformation and advocate for vaccination. In addition, a mentorship programme is being designed, where experienced social media influencers will guide new volunteers. Collaborations with popular social media influencers are also set to amplify the reach of uInfluence. These partnerships will involve joint campaigns and live question and answer (Q&A) sessions, attracting more attention to vaccination advocacy. Tailored regional campaigns are also being considered to address local myths and misconceptions with more culturally sensitive messaging. Engaging volunteers over the long term remains a key focus, with strategies also being developed to keep them motivated and active. Finally, UNICEF recognises that the potential for uInfluence extends beyond polio and routine immunisation, and the programme is seeking to address other health misinformation challenges.

In Pakistan, the effects of misinformation have been particularly devastating. In April 2019, a staged video in Peshawar, Pakistan, falsely claimed that polio vaccines make children sick, which was not true. That misinformation video went viral and led to widespread parental concern, received nationwide attention on conventional and social media, and led to the suspension of the polio vaccination campaign. As a result, polio cases sharply increased, over two million children missed vaccinations, and vaccine refusals skyrocketed. Violence also surged, with mobs attacking health clinics and frontline workers, leading to several deaths. Parents even resorted to using fake marker pens to falsely indicate their children had been vaccinated. This crisis underscores the powerful and destructive impact of misinformation, highlighting the urgent need to ensure accurate information to protect public health and continue the fight against polio.

Following the launch of uInfluence, a post-campaign survey was conducted in March 2023 that revealed the following:  
 

• The programme positively impacted DSMs' vaccine communication and advocacy efforts by enhancing their ability to combat misinformation. More DSMs said they know how to recognise polio misinformation when they see it (from 73% at baseline to 79% at endline) and know where to find reliable facts to share about polio (66% at baseline, compared to 72% at endline).
• The follow-up survey revealed improvements in knowledge and attitudes towards polio and vaccines, and there was a significant increase in the number of DSMs who believed that multiple doses are needed for the polio vaccine to be effective.
• The majority of DSMs are satisfied with the information and materials received from uInfluence, believe that uInfluence helps them have a positive impact on their community, and would recommend uInfluence to a friend.

The project highlights the following lessons learned:
 

1. Digital mobilisation and micro-influencing are effective: The use of DSMs and the uInfluence network significantly amplified the reach of accurate vaccine information. Leveraging individuals with smaller, more engaged social media followings (micro-influencers) promises to effectively combat misinformation.
2. Real-time data and feedback improve response: Social listening tools and surveys provided real-time insights into public sentiment and misinformation trends. These data were invaluable for quickly countering misinformation with factual information, adjusting strategies as needed, and measuring the impact of various initiatives.
3. Multi-platform engagement expands reach: Engaging with audiences across multiple digital platforms maximised visibility and allowed for diverse strategies in information dissemination. It also catered to the varied media consumption habits of different demographic groups.
4. Community trust is vital: The willingness of community members to receive and share information was largely based on trust. Utilising DSMs who were already part of their communities leveraged existing trust relationships, making messages more credible and persuasive.