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Volunteers play awareness songs and messages to motivate people to get vaccinated, Kalahandi, July 2021. Picture courtesy: ANTODAYA
A new nationwide campaign aims to reach 5 million people from tribal communities with COVID-19 vaccination. Launched on 15 July 2021 by the Tribal Co-operative Marketing Development Federation of India (TRIFED) in partnership with UNICEF and WHO, the campaign aims to address myths and misinformation related to COVID-19 vaccination among tribal communities. Some of the common misconceptions include that the vaccine is fatal; tribal communities have a higher immunity and hence do not require vaccination.
There are over 700 Scheduled Tribes (STs) in India spread over 17 States and 1 Union Territory. Poor geographical access is one of the key challenges in reaching tribal communities. Also, there is poor access to mass media. In the eastern state of Odisha, where nearly 23% population is ST, NGOs such as Antodaya and South Orissa Voluntary Action (SOVA) are playing a crucial role in reaching hard-to-reach communities with vital information on the COVID-19 vaccine.
In Rayagada district, 43 Dongria Kandha families living in a hill-top village were reluctant to vaccinate because of rumors they heard at the weekly market that takes place about 8km from their village that the COVID-19 vaccine causes death. There is also a myth among them that their immunity is high and they are not at risk even though COVID-19 has already reached these isolated villages.
Ramprasada of South Orissa Voluntary Action (SOVA), a UNICEF partner organization, says “It is important to speak to the community in their language. They don’t read or write so pictorial materials are used.” A joint effort was made with livelihood and development workers who are from the same village. SOVA gave the information, the workers translated it and communicated it to the community in their language.
The project staff showed photos of themselves getting vaccinated as evidence that it is not true that vaccination causes death. This helped address unfounded fears. To reach women, a mothers’ meeting was held where SOVA staff and community workers made home visits to explain benefits of the vaccine to women. This has resulted in over 80% of 124 eligible community members of this village being vaccinated.
In Malkanagiri district in the village of Orapadar which is cut off from the mainland as it is inside a reservoir, volunteers supported by UNICEF have visited the village on boats and went house to house ensuring the community has accurate information regarding the vaccine. More than 200 people were mobilized, of which over a hundred were vaccinated.
In Kalahandi district, roads are poor and the terrain is hilly. There are villages inside forest areas and some are islands in the Indravati reservoir. Dillip Kumar Das, chairman of NGO Antodaya, says COVID-19 has had a huge impact on tribal and marginalized communities who depend mainly on daily wage earning and minor forest produce for livelihood. When vaccination for COVID-19 started in the area, there was high resistance. NGO volunteers used microphones, sound speakers to play awareness songs, messages to motivate people to get vaccinated.
Access to services remains a challenge in reaching remote tribal groups. Resistance to behaviour change due to strongly embedded cultural practices is high. NGOs working in Odisha say joining hands with people the community has trust in and who can communicate in their language is crucial in ensuring accurate information is reached.
The campaign launched this month to promote COVID-19 vaccines among tribal communities will leverage the strength and network of Self Help Groups, and common touch points such as Common Service Centres, fertilizers outlet centres, Haats and Bazaars to promote vaccine uptake and COVID Appropriate Behaviour. It will use wall paintings with tribal motifs and involve traditional leaders and faith-based healers to promote adoption of COVID-19 vaccines.
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