Case Study: UNICEF achieves a reduction in COVID-19 misinformation and boosts vaccine confidence in MENA with Talkwalker

Tackling the infodemic using conversational insights - Case Study of UNICEF Response in MENA

Talkwalker partnered with UNICEF’s MENA Regional Office to address a fast-growing COVID-19 infodemic that was undermining vaccine confidence across the Middle East and North Africa. The region faced widespread rumors and conspiracy narratives (e.g., vaccines altering DNA or being non‑halal), declining trust in institutions, and a fragmented information environment that increased vaccine hesitancy and complicated public-health responses.

Using Talkwalker’s conversational intelligence and social listening, UNICEF MENA tracked misinformation in real time to shape localized, community-led RCCE strategies—from WhatsApp alerts and influencer pledges to short-form video campaigns and live expert Q&As. The approach helped focus interventions, amplify trusted voices, and improve sentiment: UNICEF MENA saw a threefold increase in site traffic, major campaign engagement (#MaskUp 136K mentions; #TakeCareBeforeYouShare 155K engagements), a 122% uplift in net vaccine sentiment in Saudi Arabia after visible public vaccinations, and correlated increases in vaccine registrations following COVAX deliveries.

UNICEF

Juliette Touma

Regional Chief of Communications