The Ministry of Health and UNICEF Media Campaign on Rota Vaccine Achieves Strong Results, Boosting Awareness and Vaccination Uptake

Ha Noi, 18^th July 2025 – The Ministry of Health and UNICEF have successfully concluded the two-month nationwide media campaign Protect Your Baby from the First Steps, which generated strong public awareness and contributed to the early success of the rotavirus vaccine rollout under the National Expanded Programme on Immunization (NEPI) in 41 provinces and cities –as defined by the previous administrative structure.

Launched in March 2025, the campaign aimed to equip parents and caregivers with essential knowledge about rotavirus – a leading cause of severe diarrhea in young children– and the benefits of timely vaccination. The campaign played a pivotal role in boosting understanding and building vaccine confidence among caregivers, particularly in remote and ethnic minority communities.

Campaign Achievements: Strong Reach and Impact

Through a strategic blend of media formats –including engaging videos, infographics, printed materials, and informative articles—the campaign reached millions of people across the country. National media aired talk shows and in-depth features, while digital platforms, including the official channels of the Ministry of Health and UNICEF Viet Nam, helped amplify the message to online audiences.

Key communication outcomes include findings highlighting the campaign’s success in enabling informed decision-making and encouraging timely action among caregivers. The campaign achieved over 10 million video views and extensive social media reaches across digital platforms. Campaign materials translated into major ethnic languages, improving access and comprehension in hard-to-reach areas.

A campaign effectiveness survey conducted by UNICEF revealed that 94% of parents and caregivers reported increased interest in vaccination after engaging with the campaign. Understanding of the rotavirus vaccine improved significantly, with accurate knowledge rising from 65% to 85%. Only 0.34% of surveyed parents of eligible children had not vaccinated or did not plan to vaccinate their children. Additionally, 78% of respondents stated they understood the vaccine “clearly” or “very clearly”.

Supporting a Successful Vaccine Rollout

As of May 2025, the NEPI had administered more than 297,000 doses of rotavirus vaccine with no cost for families in 41 provinces and cities. This includes nearly 181,000 first doses and over 116,200 children completing the full two-dose schedule. In provinces where the vaccine was introduced, over 90% of eligible children were vaccinated on time.

The vaccine has demonstrated a strong safety profile, with no serious adverse events reported. Mild and expected side effects - such as vomiting, low-grade fever, and diarrhea - were observed only in a small number of cases.

Toward Nationwide Coverage by 2026

The successful outcomes of the campaign underscore the importance of effective communication in achieving public health goals. The Ministry of Health and UNICEF will continue their partnership to expand rotavirus vaccine coverage under NEPI nationwide by 2026.

This joint effort reaffirms Viet Nam’s commitment to ensuring equitable access to safe, effective vaccines - especially for children in remote and ethnic minority communities - while reducing healthcare costs for families and easing the burden on the health system.

The campaign’s success was made possible through the collaboration of key stakeholders, including the Viet Nam Administration of Disease Prevention, the National Institute of Hygiene and Epidemiology, the World Health Organization, pediatric experts, public figures, and national and local media outlets.

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For further information, please contact:

Ministry of Health
Department of Health Communication, Office of the Ministry of Health.

Phone: +84 (024) 62827979

UNICEF Viet Nam
Ms. Nguyen Thi Thanh Huong, Phone: +84 (024) 38500225; +84 (0) 904154678
Email: [email protected]