1 of 10

MPOX:

Shifts in Public and Media Narratives

A Social and Community Listening (SCL) Analysis

UNICEF SBC Team - NYHQ - 15 October 2024

2 of 10

Waning Interest

July to August

Reported cases rose by 15.6%, but online engagement decreased by 84.7% following the post-declaration surge

August to September

The trend continued through September and October, with an 83% reduction in relevant results

September to October

Media reports on mpox declined by 78.7% between September and October.

3 of 10

Media shift from 'Cases' to 'Vaccines'

Initial Focus: Case Reports

Early news coverage heavily focused on reporting new mpox cases and WHO's declaration of mpox as a public health emergency of international concern.

Narrative Shift: Vaccine Focus

As the outbreak progressed, the narrative shifted towards interventions, especially vaccination efforts. However, media coverage of new cases continues to overshadow coverage of vaccination.

Unequal Attention

News headlines about cases outnumbered those about the vaccine by 32%. This indicates that the urgency associated with rising case numbers may reduce focus on stories about prevention strategies.

4 of 10

Heightened Vaccine Access Concerns

Concentration

Concerns about vaccine access are predominantly concentrated in African countries.

Criticism

Narratives criticize the slow international response and the limited availability of vaccines, particularly for children.

Frustration

There was also frustration with the �“bureaucratic processes” involved in vaccine procurement. For instance, some people pointed out that organizations like UNICEF and Gavi cannot purchase vaccines until the WHO issues an EUL.

Improvement

This points to a need for greater transparency and streamlined communication to ensure that media and communities are better aware of vaccine logistics. Focus on other prevention strategies such as handwashing and avoiding close contact.

5 of 10

Misinformation and Stigma

Misleading Narratives

Mpox is:

a hoax
a side effect of the COVID-19 vaccine
intentionally introduced to drive vaccine distribution
a "gay disease"

Impact on Public Health

Narratives, such as those about alternative treatments, can contribute to vaccine hesitancy, fear, and discrimination, making it more complex to implement effective public health interventions.

Engagement Disparity

Misinformation posts often receive significantly more engagement than factual content. This is particularly concerning given the use of AI-generated images to spread conspiracy theories and anti-vaccine sentiments.

6 of 10

Lack of Focus on Children's Vulnerability

Limited Attention

Despite children's vulnerability to mpox, they remain largely absent from public and media discussions about the outbreak. Children account for only 3% of total SCL results related to mpox.

Despite their higher vulnerability, children were only mentioned in less than 9% of 9,600 relevant news stories, with only 159 (1.65%) headlines focused on children.

High Risk

This is concerning because children under 15 have the highest risk of death from mpox. For instance, in Burundi, a third of mpox cases involve children under five.

Urgent Need

The lack of attention given to children highlights the urgent need for child-specific interventions, including prioritization strategies and targeted risk communication.

7 of 10

Regional Differences

in Discourse

West and Central Africa (WCAR)

Focus on the immediate impacts of the outbreak:

Includes rising case counts and deaths
The strain on healthcare systems
Socio-economic factors contributing to the outbreak.
Need for international assistance, particularly in terms of vaccine access.

Eastern and Southern Africa (ESAR)

Narratives revolve around efforts to contain the outbreak:

Strengthening border controls
Implementing vaccination campaigns
Raising public awareness.
Concerns about resource constraints, vaccine availability, and the ability to effectively manage the outbreak.

Middle East and North Africa (MENAR)

Discussions emphasized a more proactive approach:

Initiatives to purchase vaccines commercially
Efforts to establish MENA vaccine production
Recognition of the substantial financial

8 of 10

Opportunities to Act

Counter misinformation through targeted risk communication

Highlight mpox risks to children and advocate for child-sensitive strategies.

Leverage digital platforms to maintain public interest.

Engage with active journalists and media to maintain mpox in the public discourse.

Strengthen communication channels in regions with high public engagement.

Request high-profile personalities and events to place mpox on the public and media agenda.

Support local media in disseminating clear prevention and safety guidelines beyond vaccines