Community of Practice for Demand

Community of Practice for Demand (CoP-D) is a Board-approved strategic initiative of Gavi, established in partnership with the Ministry of Health & Family Welfare, UNDP, WPP Media, UNICEF, and WHO to address immunization demand as a comprehensive ecosystem challenge.

CoP-D is advancing ecosystem-wide engagement through behaviorally informed strategies designed to rebuild trust, reduce access and decision-making barriers, and make vaccination the easier and more natural choice for every family.

The partnership was built on listening before acting. It began with a review of global evidence, analysis of national datasets and surveillance systems, and consultations with leading experts—followed by extensive field engagement. One of the country’s largest qualitative studies on immunization demand was conducted across 22 districts in 11 states, involving more than 900 in-depth conversations.

Engagement extended beyond households to include mothers navigating uncertainty, fathers influencing decisions, and frontline workers delivering services under challenging conditions. The initiative also worked closely with civil society organizations, Panchayati Raj Institutions, self-help groups, and religious leaders to understand the full range of social and structural barriers affecting immunization uptake.

Together, these insights are shaping solutions developed with communities, not merely for them. Using a Human-Centered Design approach, partners have co-created a comprehensive framework—Designing for Demand—to guide sustainable, community-anchored improvements in immunization uptake.

Designing for Demand

State campaigns are designed to address local immunization gaps by identifying zero dose children and strengthening last mile service delivery. Through improved planning, data-driven monitoring, frontline worker training, and community engagement, each state initiative focuses on reaching underserved populations and ensuring equitable access to life-saving vaccines.

Community of Practice for Demand