ANALYSIS OF COMMUNICATION CAMPAIGNS FOR THE PREVENTION OF INFECTIOUS DISEASES IN UKRAINE ON THE EXAMPLE OF VACCINATION

Abstract

The article examines the theoretical, legal, and practical foundations of public health communication campaigns aimed at preventing infectious diseases in Ukraine, focusing on vaccination. Infectious disease prevention is a key state priority designed to reduce morbidity, mortality, and economic losses. Experience demonstrates that preventive success relies heavily on public trust, effective risk communication, and community engagement. In Ukraine, the legal framework is governed by the Laws «On the Public Health System» and «On the Protection of the Population from Infectious Diseases,» aligned with WHO standards and International Health Regulations. Modern campaigns utilize behavioral models such as the Health Belief Model and the Theory of Planned Behavior, integrating informational, motivational, and behavioral components. Special emphasis is placed on infodemic management, social listening, and regional implementation by Centers for Disease Control and Prevention.
The study identifies indicators for assessing communication campaign effectiveness and highlights practical experiences of supplementary immunization during wartime. It evaluates key initiatives, including the 2024 catch-up vaccination campaign against diphtheria, tetanus, and pertussis, highlighting results from the Rivne region, which achieved 91.7% of its overall target. Furthermore, a comparative analysis of two-wave survey data across 32 focus communities within a USAID project demonstrated positive shifts: vaccine awareness grew from 76.8% to 89.0%, trust in family doctors surged from 23.5% to 66.3%, and vaccine refusal dropped from 30.3% to 9.5%.
The authors propose practical recommendations to enhance strategic communications, target key demographic groups, and evaluate campaign success using behavioral outcomes. Integrating digital tracking systems and localized outreach remains crucial for sustaining immunization coverage under crisis conditions.