Morning Star BrandCom: combating Covid-19 vaccine hesitancy

Abstract

Learning outcomes

This case is intended to help students of business communication and public relations to trace the effects of communication by public figures and understand essential elements of designing effective communication. After working through the case and assignment questions, the students will be able to:understand the drivers of vaccine hesitancy;analyze the effects of mass communication on public sentiment, in a fast-changing public health situation; anddesign interventions to influence public awareness and action, using a simple model (5W) for mass communication.

Case overview/synopsis

As the vaccines first arrived after the devastating first wave of the Covid-19 pandemic, Indians hesitated to take the shot. Vaccine hesitancy, a worldwide phenomenon, hampered the uptake of the first Covid vaccines despite the dark clouds of the lethal disease. The case looks at the massive problem of vaccine hesitancy and how an integrated communication strategy could overcome and mitigate the challenge. The case protagonist, the leader of a communications agency, looks at the messaging, medium and platforms needed for strategic communication pitch to combat this vaccine hesitancy.

Complexity academic level

The case was designed for use in a graduate-level course in business communication. This case may be positioned toward the middle or end of the course to illustrate mass communication strategy for pressing and sensitive challenges. The case may also be used in a course on public relations, both at graduate and undergraduate levels.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 8: Marketing.

Citation

Dwivedi, V., Krishna, M. and Arora, S.V. (2022), "Morning Star BrandCom: combating Covid-19 vaccine hesitancy", , Vol. 12 No. 4. https://doi.org/10.1108/EEMCS-05-2022-0164