Rebuilding Trust in the Wake of Tragedy: Nonprofit Communication Challenges in Encouraging COVID-19 Vaccination

This case study explores the repercussions of the unforeseen tragedy involving nurse Megi Bakradze on public perception and trust in Georgia’s COVID-19 vaccination campaign. Investigating vaccine controversies, this case explores the roots of concerns and misconceptions regarding vaccines and the subsequent emergence of the anti-vaccination movement. The public response in Georgia to the pandemic, along with factors contributing to vaccine hesitancy, are explored. This study concludes by posing discussion questions that acknowledge the complexity of adapting communication strategies to rebuild trust, counter misinformation, and leverage social norms for effective vaccination promotion, recognizing the existence of multiple correct answers.