Google Indonesia: Reviews of Hope

Helping people overcome vaccine hesitancy through first-ever vaccine reviews

What? Data-led, digital, films

My role:
Worked closely with the Google ID team to get realtime data on covid vaccine hesitation and crafted narratives across mediums.

The insight and idea:
In Indonesia, Google Search data showed misinformation spreading around the Covid-19 vaccine making people vaccine-hesitant. Google realised that just access to verified information wasn’t enough to move the needle.

Our solve? When in doubt, people often rely on Google Search peer reviews before making a decision and we thought of using this behaviour to convince Indonesians to take the vaccine. As Google Search data revealed trending fears, we mapped them against credible first hand stories of users who took the vaccine, to create the first-ever reviews of the Covid-19 vaccine. These frank but compelling reviews from mothers, seniors, caregivers, breadwinners and more were delivered contextually across audiences so their message was relatable to the right people and it moved Indonesians to get vaccinated in large numbers.