From Knowing Better to Choosing Better: How "Keluarga Berimun" Campaign Program is Changing the Way Parents Think About Vaccines

CISDI held a closed-door dissemination event on June 3, 2026 at Aryaduta Menteng Hotel in Central Jakarta, to present the final report of Keluarga Berimun (or “Immunized Family”) program, a digital health campaign under the VaxSocial Project funded by Gavi, the Vaccine Alliance, and Advancing Health Online Initiative (AHO). The event brought together government health officials, health care workers, community health workers, influencers, and civil society representatives to discuss the program's outcomes and chart a path forward.

The Keluarga Berimun program was launched in November 2024 in response to persistent challenges in Indonesia related to low and uneven immunization coverage due to misinformation, low risk perception, and limited access and trust. This program is one of the key implementation strategies within the PN-PRIMA program in Depok City and Bekasi Regency, West Java, where CISDI collaborated with the district health office and 12 puskesmas (community health center) to promote immunization in both areas.

The campaign took a multi-channel approach, building a connected ecosystem designed to guide parents from awareness to action. Social media content was distributed through influencers, community health workers, puskesmas accounts, and paid advertising on Meta, TikTok, Google, and YouTube. The parents then directed to the decision-support channels: the website, a WhatsApp Hotline, and WhatsApp Support Groups (WSG).

In terms of digital reach, the campaign reached 64.3 million people across Meta, TikTok, Google, and online media publishers. The WSGs grew to 1,820 members, generating 21,942 organic conversations, while the WhatsApp Hotline served 3,286 users across 4,343 conversations. Over one year, 184 pieces of content were published on Keluarga Berimun's social media accounts, 120 were distributed by community health workers across Depok and Bekasi, 87 were co-created with influencers on Instagram and TikTok, 269 ran as paid advertisements, and 21 were produced in partnership with the Depok and Bekasi District Health Offices, Fatayat NU, NU, and AyoSehat. The community health workers even independently created 719 pieces of content to promote immunization in their communities.

The program's impact evaluation showed increased parental knowledge and attitudes. Understanding that immunization protects against disease increased by 14.5 percentage points, while belief that immunization is safe for children rose by 10.7 points. Trust in immunization's importance for child health increased by 12.3%, and trust in health worker recommendations grew by 9.1%. Pregnant women with significant exposure to the campaign were 17 percentage points more likely to immunize their children. Areas reached by the campaign saw a 3.78 percentage points increase in complete basic immunization coverage.

The program also invested in building the capacity of puskesmas health promotion staff to communicate more effectively through digital media as one of the sustainability strategies. At Puskesmas Abadijaya, the health promotion coordinator, as one of the speakers for the dissemination event, described a meaningful shift in how her team approached public communication:

"Since partnering with Keluarga Berimun, our social media team has become far more confident in creating content. Not just for immunization, but for health promotion broadly. We even started developing our own formats: content planning, responding to comments, and podcast planning. All with support from our head of puskesmas." — Sabbina Maharani, Health Promotion Coordinator, Puskesmas Abadijaya, Depok City

Community health workers experienced a similar transformation. Laelawati, a PRIMA community health worker from Puskesmas Karangbahagia in Bekasi, described how training and access to ready-to-use content changed the way she engages with parents:

"After the training, I feel so much more confident talking to parents. It used to be one-way, but now they're more open to asking questions and sharing their concerns too. I even had a case where twins hadn't been vaccinated because the parents were scared of side effects. After I connected them to the Keluarga Berimun group and hotline, they showed up at the next posyandu and said, ‘I got it now. I asked the experts and immunization is really worth it.'" — Laelawati, Community Health Worker, Karangbahagia, Bekasi Regency

Another highlight of the event was the formal recognition of the 12 puskesmas involved in PN-PRIMA's implementation since the program's launch in the post-COVID period. The event also marked the handover ceremony of WhatsApp Support Group management to the Depok City and Bekasi Regency District Health Offices, who will continue running the groups after the campaign ends as the sustainability of the campaign.

"The WhatsApp Support Group that grew out of CISDI's program (Keluarga Berimun) now has over 800 members, and it's become a real motivator for our team to keep things going. We're even working on securing local government funding (APBD) to make sure it continues. We've also seen a significant increase in immunization coverage across the six target areas in Depok. While many factors play a role, one of the contributions has come from CISDI's program."— Secretary, Depok City District Health Office

"We're really grateful for Keluarga Berimun, we've taken it on ourselves and the group already has 868 members. It's become a place where people can ask questions about national health insurance (BPJS), nutrition, and health services. That said, we do face some challenges: our staff are still juggling their other responsibilities alongside this program, and sessions often end up clashing with regular working hours, even when we already have an agreed schedule in place." — Head of Community Health, Bekasi Regency District Health Office

Among the most significant outcomes of the event was the expressed intent from West Java Provincial Health Office to replicate the Keluarga Berimun model on a wider scale. The provincial representative noted that West Java's extensive network of community health workers makes it a strong candidate for expansion.

"We have a lot of community health workers in West Java and we'd love to replicate this program on a wider scale. We're planning a webinar with CISDI as resource persons so the replication process can be more structured and impactful. Hopefully, Keluarga Berimun won't just run in 6 puskesmas in Bekasi and 6 in Depok, we'd love to see it spread across all of West Java." — Representative, West Java Provincial Health Office

The dissemination event made clear that Keluarga Berimun has delivered meaningful results and scalability in increasing immunization access and shifting how health information reaches families at the community level.

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