Perceptions of the 2025 cholera vaccination communication campaign in Juba, South Sudan

Abstract

The purpose of this study was to examine the perceptions of the 2025 cholera vaccination campaign in Juba, South Sudan, focusing on how credibility, emotional appeals, logical reasoning, social proof, and message framing influenced community attitudes. Guided by the Health Belief Model and Elaboration Likelihood Model, the study adopted a qualitative interpretivist approach. Data were collected through semi-structured interviews with 20 participants, primarily community members, health workers, and youth leaders in Juba. Findings revealed that source credibility was a major factor, with participants prioritizing trust in local leaders over mass media. Emotional appeals created urgency through fear of disease and hope for protection, while logical reasoning depended on audience health literacy. Social proof was essential for mobilization, and gain-framed messages were generally more persuasive. However, misinformation and delayed communication remained significant obstacles. The study concludes that future campaigns should prioritize "lead-time" for sensitization and utilize familiar community figures to build long-term vaccine trust.