- Make your best attempt to refrain from language like "common misconceptions" and "myth-busting" type of communication.
- People of color who are hesitant to be vaccinated are more often in the "wait-and-see" population rather than those that oppose vaccinations. They have specific concerns about specific vaccines.
- Kaiser Family Foundation has the best polling separating those who oppose vaccination from those who want to "wait-and-see."
- Monthly Vaccine Monitor: https://www.kff.org/coronavirus-covid-19/poll-finding/kff-covid-19-vaccine-monitor-february-2021/
- Community organizing tells us you can lose an audience if you use words they are not familiar with or imply they are wrong. "Myths" and "misconceptions" are terms that communicate to the audience that they are wrong - even if it is communicated compassionately.
- Refrain from labels that are not prosocial.
- Refrain from derogatory labels like "anti-vaxxers." Literature suggests there is a backlash effect with members of the public who thinks it's disrespectful and it gives rhetorical power to those who have reclaimed it and now wear the label as a point of pride.
- Know that people are fearful and overwhelmed - not just by disinformation and misinformation but the sheer amount of information.
- Many don't know how to navigate all of the CDC webpages devoted to this topic and they need a curated process that helps them work through their uncertainty.
- Some may not know what they don't know (they don't know what they should be looking for, such as what keyword to Google).
- Polling suggests very practical concerns. For example, that the vaccination will make them so sick they can't work. It is helpful to communicate that most people feel sick the 2nd day after the 2nd dose,. And for public vaccination clinics to schedule 2nd doses for vulnerable communities on Fridays and Saturdays (or a day before days off) to alleviate concerns they will miss work.
- It may be helpful to convey the idea that vaccinating should be a way of life.
- We need repeat consumers, as variants will create the need for boosters. Anything that emphasizes this is an ongoing need and not just a one-off, even if they are getting one-dose like Johnson & Johnson, is helpful.
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By Sara Reeves | Updated
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