The USAID-funded MOMENTUM Routine Immunization Transformation and Equity project hosted a culminating event for its work in the Europe and Eurasia (E&E) Region from April 3–5, 2024. The event, held in Belgrade, Serbia, celebrated achievements from program implementation in Bosnia and Herzegovina, Moldova, North Macedonia, and Serbia. Nearly 100 project implementers and key stakeholders¹ shared learnings and discussed sustainability strategies and ways to improve equity and demand for immunization.

An important focus of the event was to further the application and use of behavioral science in the region to design better, tailored interventions to improve demand for vaccination and confidence in the health system. To illustrate the practical application of behavioral science to immunization programming, the MOMENTUM team provided a step-by-step overview of the e social and behavior change (SBC) approach, which involved identifying steps to facilitate a desired behavior, factors that prevent or support the behavior, and people who can influence others to adopt it. MOMENTUM used this approach to position COVID-19 vaccination within a broader set of healthy lifestyle behaviors and advocate for vaccination as essential to a long and healthy life. This was conveyed through a continuing medical education course for health professionals and community engagement workshops for priority populations.

At the event, participants practiced designing an SBC intervention, but instead of using COVID-19 vaccination, the participants opted to focus on human papillomavirus (HPV) vaccination for adolescents, as HPV vaccination has emerged as a priority issue for the region. The participants remarked on the nuances in designing a strategy for adolescents vs. adults for COVID-19 vaccination and the exercise clearly demonstrated the importance of using data and evidence to tailor interventions.

Participants also visited the city of Šabac, Serbia to visit a primary health facility, partner civil society organization, and the city council to see how these entities collaborated for the betterment of their citizens—a key component of MOMENTUM’s approach in the region.

Additional learnings from this event:

• The active involvement of stakeholders in program research, design, and implementation tailored activities to each country’s context; enabled activities to be implemented rapidly; and provided data-based information to decision makers.
• Integration of adaptive learning throughout program implementation allowed for rapid collection of feedback and adjustments.
• Civil society organizations were critical to reaching priority populations and the sustaining activities.

The event concluded with a panel discussion and small group work centered on ways to sustain project activities and continue collaboration among partners.

Read more about MOMENTUM’s work in Europe and Eurasia here.