‘Rebuilding public trust in the COVID-19 vaccination program is critical to addressing the pandemic
and its impacts,’ says John Gregg, Chief Executive, Australian Healthcare and Hospitals Association
(AHHA).
Today, the AHHA has released a set of guiding principles to support governments, the health and
community sectors and media to reorient their approach to COVID-19 vaccine communication to reestablish public trust and move towards a person-centred approach.
The principles statement developed in partnership with AHHA members from across the health
sector, calls for government to rebuild trust and re-engage communities through clear, concise and
consistent messaging.
‘Members of the community have become disengaged from current COVID vaccine communication,
and it is critical to the success of the vaccine program that we address this.
‘Government communication must be accessible and equitable. Communications materials should
be co-developed with community leaders, health experts and all levels of government, and tailored
to Australia’s diverse population.
‘A single body should be established and promoted as the national coordination point for trusted
accurate sources of information and advice.
‘The inclusion of community members, health and social care providers in mass vaccination
strategies is necessary to improve ease of access and achieve high uptake of vaccines across all
population groups. The experience of getting vaccinated should be simple and efficient.
‘Media must fulfil their social responsibility by accurately reporting and providing context when
covering health issues related to COVID-19 vaccines. Importantly, misinformation and anti-vaccine
content should not be acknowledged,’ says Mr Gregg.
Many of the gaps we have witnessed in the current communication were identified as areas of
improvement in the review of the health sector’s response to the H1N1 pandemic in 2009. This
principles statement offers government, health and community sectors and media guidance to
deliver clear and effective communication that will support the delivery of a successful vaccine
program.
AHHA’s Principle Statement on COVID-19 Vaccination Program Communication and Engagement is available here:https://ahha.asn.au/
The Australian Healthcare and Hospitals Association (AHHA) is the national peak body for public
and not-for-profit hospitals, Primary Health Networks, and community and primary healthcare
services
