The impact of COVIC-19 vaccine communication on staff and students’ choice of vaccination at a South African university

Abstract

Following the global rollout of COVID-19 vaccines in 2020, Durban University of Technology (DUT) introduced its own vaccination programme for staff and students, supported by targeted communication and institutional policies. While these efforts aimed to boost vaccine uptake, there is limited research on the impact of communication on vaccination decisions within the context of a South African University of Technology (UoT). This study addresses that gap by examining how DUT’s vaccine communication shaped the choices of its university community. Using a mixed method approach, data was collected through questionnaires and interviews with 97 students and 49 staff members. Findings revealed that DUT used multiple communication channels, including weekly email updates. While some participants appreciated these efforts, others found the communication inconsistent and unclear. As a result, many turned to external sources such as health professionals, World Health Organisation and Department of Health websites, news and social media for trusted information. It was also discovered that vaccination choices were shaped by perceived risks, protection for self and family, side effects, mandatory policies, travel, job security, and traditional medicine comparisons. The study recommends that DUT enhances message clarity, actively engage stakeholders, and involve staff and students in co-creating clear and reliable future communication. Doing so will foster transparency and build trust between the university and its community, aligning with DUT’s Living Values Framework. These steps will help shape more effective crisis communication strategies in the future.