At the level of media outlets
In a general comparison between the three different media outlets, improvement of vaccine willingness in the vaccine hesitant group was highest in participants exposed to the campaign through the Indian radio station and the Dutch newspaper compared to campaign exposure via FB (46.7%, 44.4% and 10.4%, respectively, When comparing the effect of a culturally tailored media outlet (a media outlet with a specific audience) to culturally non-tailored media outlets (media outlets without a specific audience i.e. generic), the data show that vaccine hesitant participants exposed to the campaign delivered by a tailored media outlet (n = 30) resulted in a higher improvement of vaccine willingness compared to vaccine hesitant participants exposed to the campaign delivered by non-tailored media outlets (n = 348), 46.7% versus 14.7%, respectively, 