Researchers in India tested whether sending information about vaccines through WhatsApp could change people’s minds about getting their children vaccinated. They worked with nearly 1,900 families in poor neighborhoods where vaccination rates were very low. Some families received vaccine information, while others got information about vaccines plus other health topics like breastfeeding and handwashing. The study found that families who received these messages were more likely to believe vaccination was important and to plan to vaccinate their children. This suggests that using social media to share health information could be a simple and affordable way to help more children get protected from serious diseases.

The Quick Take

  • What they studied: Whether sending vaccine information through WhatsApp messages could change what people think about vaccinating their children and whether they actually plan to do it.
  • Who participated: About 1,900 families living in poor neighborhoods in Varanasi, India, where many children don’t get vaccinated. Families were split into three groups: one that got no messages, one that got vaccine information, and one that got vaccine information plus tips about breastfeeding, handwashing, and nutrition.
  • Key finding: Families who received WhatsApp messages about vaccines were significantly more likely to believe that vaccination was important and to plan to vaccinate their children compared to families who received no messages. The effect was even stronger when messages included other health information.
  • What it means for you: If you live in an area with low vaccination rates, receiving simple health information through messaging apps you already use might help you feel more confident about vaccinating your children. However, this study only measured what people said they would do, not whether they actually got their children vaccinated.

The Research Details

Researchers used a quasi-experimental design, which means they compared three different groups of families but didn’t randomly assign them to groups. One group (Control Arm with 602 families) received no messages. A second group (Vaccine Arm with 626 families) received information about vaccines through text messages, audio clips, and videos on WhatsApp. A third group (Wellness Arm with 651 families) received the same vaccine information plus additional tips about breastfeeding, handwashing, and nutrition. All families answered questions at the beginning of the study and again at the end to measure changes in their beliefs and intentions about vaccination.

The researchers used something called the Theory of Normative Social Behavior, which is a fancy way of saying they were testing whether showing people what others think about vaccines (and what experts recommend) could change their own thinking. They measured two types of norms: descriptive norms (what people actually do) and injunctive norms (what people think they should do).

Data collection happened at two time points—at the start and at the end of the intervention period—allowing researchers to see how people’s thinking changed over time.

This research approach is important because it tests a real-world solution that could be used in places where many families don’t have access to doctors or clinics. WhatsApp is already widely used in India, even in poor neighborhoods, so using it to share health information is practical and affordable. By measuring both what people think and what they intend to do, the study provides insight into whether social media messaging can actually change health beliefs.

This study has some strengths and some limitations. The strength is that it included a large number of families (nearly 1,900) and compared three different groups, which helps show that the messages actually made a difference. However, the study didn’t randomly assign families to groups, which means there could be differences between groups that weren’t caused by the messages. Additionally, the study only measured what people said they would do, not whether they actually vaccinated their children, which is an important limitation.

What the Results Show

Families who received vaccine information through WhatsApp showed significant improvements in both descriptive norms (believing that vaccination is common and what people do) and injunctive norms (believing that vaccination is what they should do). These families also reported higher confidence in their ability to get their children vaccinated and stronger intentions to actually do so, compared to families who received no messages.

The Wellness Arm, which received vaccine information plus other health tips, also showed improvements in both types of norms compared to the Control Arm. This suggests that combining vaccine information with other health topics might be even more effective at changing people’s beliefs.

The research found that changes in self-efficacy (confidence in ability to vaccinate) and descriptive norms (believing vaccination is what people do) were the strongest predictors of whether families intended to vaccinate their children. In other words, when families felt more confident and believed that vaccination was common, they were more likely to say they would vaccinate.

The study found that the combination of vaccine information with wellness information (breastfeeding, handwashing, nutrition) was particularly effective at improving descriptive norms. This suggests that framing vaccination as part of a broader health and wellness approach might resonate better with families. The research also showed that the effects were consistent across the different types of messages (text, audio, and video), indicating that the format of the information mattered less than the content itself.

This research builds on previous studies showing that social norms can influence health decisions. However, most previous research was done in developed countries with different healthcare systems. This study is important because it shows that social norms interventions can work in low-income communities in India where vaccination rates are critically low. The findings align with other research suggesting that what people believe others are doing (descriptive norms) is a powerful motivator for health behavior.

The biggest limitation is that this study only measured what people said they intended to do, not whether they actually got their children vaccinated. People often say they will do something but don’t follow through. Additionally, the study didn’t randomly assign families to groups, so there might be differences between the groups that existed before the study started. The study also only lasted for a limited time period, so we don’t know if the effects would continue over months or years. Finally, the study was done in one specific area of India, so the results might not apply to other regions or countries with different cultures and healthcare systems.

The Bottom Line

If you live in an area with low vaccination rates and have access to WhatsApp, receiving regular messages about the importance of vaccination and other health topics may help increase your confidence in vaccinating your children and your intention to do so. However, it’s important to remember that this study only measured intentions, not actual vaccination. You should still follow up by actually getting your children vaccinated and consulting with healthcare providers. Confidence level: Moderate—the study shows promise but needs follow-up research to confirm that people actually get vaccinated.

This research is most relevant for families in low-income communities where vaccination rates are low and access to healthcare information is limited. It’s also relevant for public health officials and organizations trying to improve vaccination rates in developing countries. Healthcare providers and community health workers might use these findings to design better health communication strategies. People in developed countries with high vaccination rates may find this less directly applicable, though the general principles about using social media for health communication could be useful.

The study measured changes over the course of the intervention period, but the exact timeline isn’t specified in the abstract. Based on typical public health studies, you might expect to see changes in beliefs and intentions within a few weeks to a few months of receiving regular messages. However, actual vaccination behavior might take longer, as families need to access vaccination services and overcome any practical barriers.

Want to Apply This Research?

  • Track vaccination intentions and confidence weekly by rating on a scale of 1-10: ‘How confident do I feel about vaccinating my child?’ and ‘How likely am I to vaccinate my child in the next month?’ This mirrors the measures used in the research and helps you monitor your own beliefs and readiness.
  • Set up weekly WhatsApp reminders or notifications about vaccination benefits and schedule specific dates for vaccination appointments. Use the app to share vaccination information with family members and friends, which can help reinforce social norms about the importance of vaccination in your community.
  • Create a vaccination calendar in the app that tracks scheduled vaccines and completed vaccinations for each child. Pair this with weekly check-ins on your confidence and intentions. Over time, you should see your confidence increase and your intentions translate into actual vaccination appointments completed.

This study measured vaccination intentions and beliefs, not actual vaccination rates. The findings are based on research conducted in specific low-income communities in India and may not apply to all populations or regions. Always consult with your healthcare provider or local health authorities about vaccination decisions for your children. This research should not replace professional medical advice. Vaccination decisions should be made in consultation with qualified healthcare professionals who understand your individual circumstances and local health recommendations.