Abstract
This study explores the influence of health communication by the National Department of Health (NDoH) on vaccine literacy for measles vaccine uptake amongst guardians in South Africa. The study used a qualitative technique based on the Theory of Reasoned Action (TRA) and the Theory of Planned Behaviour (TPB), conducting in-depth interviews with nine guardians from various socioeconomic backgrounds in Gauteng province. The key objective of this study includes exploring guardians’ vaccine literacy level, assessing the accessibility of the NDoH communication channels and determining the vaccine literacy and influence on the decision-making. The study`s findings show that guardians display functional vaccine literacy with misconceptions not relevant in pre-urban areas because of the inconsistent messaging and cultural barriers. Therefore, communication channels such as social media, posters and clinics could demonstrate different accessibility elements which are occasionally hindered by old materials and language barriers resulting in lower trust and perceived behavioural control. Even though, gender dynamics contribute to male guardians’ hesitation, while subjective norms, interpersonal relationships (especially with nurses), and post-COVID-19 greatly influence decision-making. The research indicates that improving vaccine literacy through culturally tailored approaches can enhance attitudes and feelings of control, resulting in increased vaccination rates. Key proposals include creating a National Vaccine Literacy Strategy, empowering healthcare professionals, and fostering community partnerships to combat misinformation and enhance equitable health communication.