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Implemented at the height of the pandemic, this initiative mobilized religious leaders, local authorities, health teams, youth, media, and business groups to promote vaccine uptake and accurate COVID-19 information across 25 districts. Through advocacy meetings in Kilimanjaro and Pwani Regions, 252 key stakeholders (157 men and 95 women) were trained to influence their communities using trusted platforms such as mosques, churches, markets, and media outlets.

The program combined in-person advocacy, religious messaging, and digital outreach. Targeted Google ads and social media campaigns reached 280,465 people directly with vaccine information, while four influencers and multiple media houses amplified messaging in Swahili and local languages. Biblical and Qur’an–based messages were used to counter misinformation and build public trust.

As a result, 134 people were vaccinated on-site during advocacy events, and joint action plans were developed with regional leaders to sustain vaccination promotion. The program successfully strengthened community engagement, built trust in the health system, and laid the groundwork for longer-term collaboration between faith institutions and government health teams.