EFFECTIVE COVID-19 VACCINE MESSAGING
THROUGH TRUST, INFORMATION AND HOPE
Hesitancy is real.
There is a spectrum of vaccine mindsets.
Most people have plenty of information, and yet they still have questions.
“What is in the vaccine? How are all of the vaccines different from each other? Give us the actual science of how it works even if we don't understand it. At least it is more information for us to digest and to try to break down.” – Hispanic woman
“It is weird because there has been so much information, maybe misinformation, and so I know for me and my family, we can't go off of what the media says or how you feel about it.” – Black man
Generally, do you feel that you can find reliable and accurate information about COVID-19 vaccines?
People are drained, distrustful and “over” COVID-19.
“I am over it. I am so over it. I am on the fence about it, if it is real, if it is not.” – Black woman
“The last time we trusted someone we were infested with smallpox.” – Native American man
“This social distancing is like changing that whole dynamic for children as well and kind of separating everyone, making everyone scared. That is a psychological thing like manipulation for sure. I don't really trust the government, honestly.” – White woman
People mix information, personal experiences and emotion to weigh risks and benefits.
“I have a pre-existing condition. I am on multiple medications. I am willing to take my chance of battling it [COVID-19] instead of injecting something that hasn't been tested and tried.” – Native American man
“It is not going to do me any good. I honestly don't feel it will do me any good. I have a good immune system. I take care of myself. I am healthy, so I shouldn't even have to worry about it. To me it is like a cold.” – Hispanic woman
What can we do about it?
Effectively Approaching Conversations
Effectively Approaching Conversations
Your Own Story
Inspire Hope
Build Trust
Answer Questions
Build Trust: How To
Use a respectful and relatable tone
Share your own vaccine hesitancy story
Share the genuine,
non-self-interested motivations for wanting to talk about the vaccine
Build Trust: What to avoid
Do not engage in fear-mongering regarding COVID-19.
Dismissing concerns, fears or questions, even if they are based on misinformation.
Avoiding questions or dialogue.
Engaging in a one-sided conversation or a debate.
Answer Questions: How To
Proactively affirm that it is natural to have questions
Answer questions with transparency, integrity, and honesty
If needed, use documents, tools, or other trusted resources to answer questions. You don’t have to have all the answers in your head.
Answer Questions: What to avoid
Feeling obligated to have ALL the answers
Introducing unsolicited information
Engaging with “Hard no’s”
Answer Questions: Tools for answering tough questions
Messengers may get asked tough questions that they are not fully prepared to answer. If you are a medical professional, do your best to answer questions with integrity and honesty. If you are not a medical professional, you can acknowledge concerns in the following way:
Acknowledge the question. Phrases like “that’s a good question” and “I’ve heard that question before” help to do this.
Note that you are not a medical professional or scientific expert and aren’t in a position to provide scientific or medical information.
Tell your own story about what helped you feel the vaccines are safe and effective. Share the types of information that reassured you.
Encourage people to do their own research, and provide a place to find more information, such as a trusted source
Answer Questions: How to de-escalate conversations
Stay calm and recognize that you are not likely to change someone’s mind once they have made the decision not to get the vaccine.
Maintain eye contact while listening to the person’s issue or concerns. If someone is showing anger or aggression as part of their response, stay calm and recognize that these may be a sign that the person is in distress, experiencing fear, or feeling frustrated.
Wait to respond until that person has released their frustration and expressed their opinion.
Express empathy to show that you understand their frustration and affirm that they have control over the decision to get vaccinated.
Thank them for their time and avoid further engagement.
Inspire Hope: How to
Share your story: sharing why you chose to get vaccinated is essential.
The following reasons received positive reactions in the research
Protecting myself and my health.
Protecting our community and the economy.
Protecting my family.
Inspire Hope: What to avoid
Pushing your “why” on to others.
Making declarative statements.
Painting an overly sunny picture of the future with vaccines or overemphasizing a “return to normal.”
References to herd or community immunity in the abstract are less helpful with many audiences.
Close the Conversation
Ask if they have any further questions
Ask if you can help them schedule an appointment
Offer to connect them with additional resources or a place to schedule an appointment online
Video: Ryan Cobbins, Coffee at the Point Cafe
Video: Olga Gonzalez, Cultivando
Building your own narrative
WHAT WERE SOME OF THE QUESTIONS/HESITATIONS YOU HAD?
Building your own narrative
WHAT RESOURCES HELPED YOU GET INFORMED?
Building your own narrative
WHAT ULTIMATELY HELPED YOU DECIDE TO GET A VACCINE? AND, WHY ARE YOU GLAD YOU GOT THE VACCINE?
Building your own narrative
I had questions myself, like ______________.
What helped me get more comfortable was _____________ OR I got answers from _______________.
Ultimately, I decided to get the vaccine because __________________________.
PUT THE ANSWERS FROM THE LAST THREE SLIDES TOGETHER INTO ONE STORY
Available Resources
Reach out! joanne@momentum-llc.com
Questions?