Vaccination-based protection in populations vulnerable to infectious diseases represents a public good requiring collective action. This study investigated participation in mass domestic dog vaccination against rabies in Tanzania. Advertising interventions (text messaging and community leader engagement) and operational adjustments (increased vaccination stations, extended delivery times) were employed. Neither advertising strategy was effective alone; however, combined, they significantly improved vaccination coverage. Operational interventions greatly enhanced participation. Findings highlight the importance of both salience (making rabies risks apparent) and context (understanding beneficiary challenges).
