The Ministry of Health of the Republic of Indonesia, in collaboration with Johns Hopkins Centre for Communication Programs (JHCCP) and Jalin Foundation, supported by USAID’s Breakthrough ACTION (BA) program, aimed to boost healthier behaviours during the COVID-19 pandemic. The initiative, implemented in 30 countries, included a special aim to expand the coverage of COVID-19 vaccine among the elderly group. ID COMM with Hakuhodo Group Indonesia as a joint-venture, were appointed to carry the mandate and to reaching out the Indonesian senior people who are considered among the lowest groups in terms of vaccine uptake.

ID COMM came up with a campaign that is packaged in an interesting competition program named the “SIAP Elderly Heroes”. The dea was to find exemplary seniors with open mind, already demonstrated best practice of healthy lifestyle and able to act as campaign ambassadors. ID COMM searched for eligible candidates from 10 selected districts using various means from promotion on local radio stations and community-owned radio channel, partnered with local media outlets, communication via social media with local language, to door-to-door visit with the support of local community engagement. The selected profiles were given session about COVID-19 vaccination and communication skills, and were prepared to become educator for their peers. They were then involved as a resource person, motivator/inspiring speaker, and supporter of Local Health Office’s programs to increase the vaccination rate.

The campaign gathered 529 elderly individuals where ten champions per district were selected. Through this peer-driven model, higher awareness and trust in COVID-19 vaccine among the elderly people had been significantly achieved. The champions emerged as valuable assets for the Local Health Office and they are considered to be part of future health initiatives. That also marked a stronger partnership between the Local Government, USAID and JHCCP. In addition, the campaign gained positive feedbacks from the public on social media. The success of this approach indicates its potential for replication in other districts and to tackle other health crises.