Affiliation:
1. Universidad de Montevideo, Uruguay
Abstract
Uruguay is the second country in the world with the third dose of immunization. It was notable for the population's response, which allowed for the rapid achievement of herd immunity. As vaccination progressed, there was a rapid decline in the number of severe cases and deaths. In this administration, communication has played a key role in the health strategy and now in the vaccination strategy. The credibility of the government made it possible to move forward without hard questioning. Throughout the entire process, digital communication allowed for two-way communication channels, speed, and reach in messages. In this chapter, the authors offer a theoretical framework for understanding the communication strategy, a brief account of the social climate prior to the pandemic, and finally, the main aspects of the digital communication implemented.