Using TikTok to promote maternal vaccination to pregnant women in Malaysia

This IMPRINT public engagement project, led by Prof Syafinaz Amin Nordin (Universiti Putra Malaysia), aimed to improve awareness and knowledge of maternal vaccination among the general public and healthcare workers through the development and dissemination of TikTok short videos. The project was structured around six core activities. First, knowledge gaps, misconceptions, and concerns about vaccination during pregnancy among pregnant women and healthcare workers were identified through face-to-face interviews with open-ended questions, with responses transcribed for thematic analysis. Key themes uncovered included lack of educational materials on maternal immunisation, concerns about vaccine safety for the foetus, and uncertainty about the recommended vaccines.

These insights directly guided the creative development of the TikTok video series. Each video was specifically designed to address the concerns identified, featuring clear explanations of vaccine administration, the transfer of antibodies to the baby,and rebuttals to common myths. In parallel, healthcare students were trained as vaccination champions, equipping them with skills to engage in supportive conversations about vaccination within their communities. The TikTok videos were also supplemented with expert-led health talks to further extend the project’s reach.

A comprehensive quantitative evaluation was conducted to assess the project’s impact, using a pre- and post-engagement questionnaire to measure changes in knowledge and attitudes among pregnant women. On top of that, vaccine uptake rates at an obstetrics and gynaecology clinic were tracked for five months. The project achieved its intended outcomes: increased knowledge and more positive attitudes towards maternal vaccination among pregnant women, practical communication experience for future healthcare professionals, and an enhanced community dialogue around maternal immunisation. By leveraging popular social media platforms and grounding content on locally relevant concerns, this project demonstrates an avenue for an effective and scalable model for public health engagement initiatives for its target communities.

The TikTok videos can be accessed in the videos section of our website.