Testing Likely Response to Behavioral Nudges and Shoves to Promote COVID-19 Vaccine Uptake Amongst Segments of the Unvaccinated Population of South Africa

Abstract

In early 2022, as the vaccination rate in South Africa slowed, there was a strong need for COVID-19 communications to evolve from mass information and education campaigns targeting the general population, to more targeted approaches to motivate uptake amongst population segments facing convenience, complacency, and confidence barriers. Project Last Mile (PLM) and Ipsos conducted a representative study of the population of South Africa to: (1) understand population segments with regards to their likelihood of getting the COVID-19 vaccine, (2) understand the drivers and barriers around getting the COVID-19 vaccine for each segment; and (3) test the likelihood of adoption of a range of enabling, incentivizing, and mandating behavioral interventions (“nudges and shoves”). The study demonstrated that a significant proportion of the unvaccinated population is willing to get vaccinated, given the right conditions. Making it easy and convenient to get vaccinated (enabling) is likely to deliver moderate to strong impact. Ease of access, the ability to take time off from work, the provision of a reservation, and free transportation were the most influential factors in encouraging vaccination for the largest number of people.