Every Shot Counts

"Every Shot Counts" is committed to driving critical behaviour change information via social and traditional media as well as through partner outreach. The campaign focuses on the importance of addressing and meeting vaccination commitments at country and continental levels through multi-stakeholder partnerships. The message is that everyone has a role - including parents, health workers, religious leaders, government officials, and more - to increase access and availability of vaccinations in local communities. Key behaviour change messages include, but were not limited to: "Visit your local health centre for routine immunisations and other important health services such as vitamin A supplements, deworming and mosquito nets" and "Keep vaccinations up to date, at all stages of life".

Throughout the 2017 Africa Cup of Nations (AFCON), the biennial international men's football championship of Africa organised by the Confederation of African Football (CAF), Every Shot Counts sought to raise awareness of the importance of infant and child vaccinations and mobilising resources to achieve universal vaccination across the continent. Tools included football public service announcements (PSAs), posters, on-pitch messages, and social media engagement. Specifically, the PSA was shown across pan-African media as well as in the 3 targeted countries and Gabon, where AFCON was held in 2017. During the tournament final, the #EveryShotCounts PSA was played several times on stadium screens, and vaccination messaging was displayed 15+ times on LED screens ringing the field, reaching the 37,000+ fans in attendance and many millions more watching on television. PSAs aired at halftime on SuperSport throughout Africa and on local TV stations in the target countries. Feature stories ran on some additional outlets. In addition, the advocacy campaign brings many of Africa's national stars to the fore on social media. Uganda Crane's goalkeeper Denis Onyango and Geofrey Massa, a Ugandan footballer who currently plays for the Premier Soccer League side Baroka in South Africa, have championed immunisation on Twitter, with the #EveryShotCounts hashtag. On YouTube, Anthony Laffor of Liberia shares an impassioned message that being a "father first, footballer second" means getting your child vaccinated.

Immunisation and Vaccines

According to AU, nearly one-third of deaths among children under 5 are preventable by vaccine, and millions of African children remain unprotected from life-threatening but preventable health conditions. Smallpox was the first disease to be eradicated, and, thanks to sustained efforts around polio vaccination, circulation of wild poliovirus (WPV) in Africa has been interrupted.

AU is a communication platform that leverages the influence of sport and football to promote healthy lives for all Africans. During the Ebola crisis, Africa United and Africa Against Ebola worked to build trust in health workers, to raise funds for AU Community Health Workers and to help stop the spread of the virus using celebrated football stars to deliver behavior change messages. The videos and print materials reached millions of people across Africa. Recognising the influence and reach of Africa's most popular sport, over the next 5 years, AU is building on this success using sport and football to support behaviour change and advocacy around universal health access. One such focus is on ensuring universal access to vaccination.

As part of AVW 2016, the World Health Organization (WHO) Regional Office for Africa (AFRO) and AU adapted the striking visuals and leveraged a network of influencers of "Every Shot Counts" to promote existing education and advocacy efforts conducted by health partners across the continent.