CALIFORNIA CORONAVIRUS TESTING TASK FORCE - Human Centered Recommendations for Increasing Vaccine Uptake
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CALIFORNIA CORONAVIRUS
TESTING TASK FORCE
June 8, 2021
Human Centered
Recommendations
for Increasing
Vaccine Uptake
Table of Contents
01 02 03
INTRODUCTION C O N C E P T UA L ARCHETYPES
F O U N DAT I O N S
page 05 page 08 page 15
04 05
02
R E C O M M E N DAT I O N S APPENDIX
page 31 page 54
Quick
Reference Guide
FO R E V E RYO N E FO R S I T E O P E R AT I O N S A N D FO R C L I N I C I A N A N D
M A N AG E M E N T FO C U S P R OV I D E R FO C U S
Executive Summary page 04 Intervention and page 5 0 Education and Information page 46
Service Design
Conceptual Foundations page 0 8 Intervention and page 5 0
Service Design
Archetypes page 15
Recommendations at page 3 2
a Glance
FO R M A R K E T I N G & FO R C O M M U N I T Y H E A LT H FO R I T, R E G I S T R AT I O N ,
C O M M U N I CAT I O N S FO C U S A N D O U T R E AC H FO C U S A P P O I N T M E N T-S E T T I N G FO C U S
Archetypes page 15 Archetypes page 15 Archetypes page 15
03
Conceptual Foundations page 0 8 What we say, how we say it, page 35 Behavior Change page 4 0
when we say it and Economics
What we say, how we say it, page 35
when we say it Behavior Change page 4 0 Intervention and page 5 0
and Economics Service Design
Who Delivers the Message page 4 3
Who Delivers the Message page 4 3
Education and Information page 46
Executive Summary
After enduring the COVID-19 pandemic This document presents a set of human- values. They can be understood and used
for more than a year, people are tired, centered recommendations to increase to adapt messaging to be more effective.
depressed, and eager to resume normal vaccine uptake and close the gap of herd
+ S even archetypes illustrate people’s
activities. Vaccines are safe, effective, and immunity. These recommendations stem
attitudes and mindsets towards COVID-19
now widely available in the US. The tool we from extensive secondary research, primary
vaccination. These archetypes provide
need to end the pandemic is within research, and engaging with leading minds
insights into how to improve messaging
our grasp. in design and innovation.
and engagement to shift people towards
We fundamentally believe that people This document is intended for anyone vaccine acceptance.
who are concerned and reluctant to get involved in vaccination communication,
+ F
ive categories of recommendations
vaccinated can be influenced through marketing, operations, decision-making,
provide specific and concrete ways to
the right combination of information, and community outreach.
drive vaccine acceptance and adoption.
messaging, and engagement. To do
The recommendations span messaging,
so requires that we develop a deep
trusted messengers, behavior change,
understanding of their worldview and The key takeaways presented in this
education, and service experience.
values. Then, we must deliver personalized document include:
messaging that resonates with this + S pecific examples of messaging and
worldview, followed by a seamless service + P
eople are not entirely rational in
service delivery considerations are
evaluating the risk of new technologies.
experience with as little friction as possible. provided for each archetype.
The human brain takes shortcuts.It uses 04
As we see pockets of people unwilling to cultural values to determine how the new
get the COVID-19 vaccine, we need to ask technology makes us feel. This feeling
ourselves what their values are and why produces a positive or negative perception
they perceive vaccination as a threat to such. of risk.
+ W
orld views are the lens through which
we perceive risk and make decisions.
These are deep seated and unchanging
01
Introduction
05
This is a call
to action.
COVID-19 vaccine hesitancy is not monolithic.
It is a combination of factors. Polls on vaccine
attitudes can show us how many people have a
The map of vaccine hesitancy by county shows the regional
particular attitude, but don’t tell us why they and local variation in vaccine attitudes. The hesitancy
estimate is derived from survey data from the US Census.
have that opinion. The ‘wait and see’ poll category
includes people with very different rationales.
Talking about vaccine hesitancy or confidence B L A C K A D U LT S H I S PA N I C A D U LT S
is not very helpful in actually changing people’s 70% 70%
61%
attitudes and behaviors. To do that, we need to 55%
50% 50%
understand their why.
30% 30%
24%
One-size-fits all approaches to vaccination will 10%
18%
10%
7% 8%
no longer be effective. 0 0
DEC '20 JAN '21 FEB '21 MAR '21 DEC '20 JAN '21 FEB '21 MAR '21
By the end of May 2021, we will likely have
W H I T E A D U LT S RURAL RESIDENTS
vaccinated all Americans who are enthusiastic
70% 70%
about getting vaccinated and do not experience 64%
54%
significant access barriers to doing so. The 50% 50%
06
percentage that remains have entrenched views 30% 30%
21%
ranging from hesitancy to resistance. These 16%
15%
15%
9%
5%
individuals will be more difficult to convince to 0 0
DEC '20 JAN '21 FEB '21 MAR '21 DEC '20 JAN '21 FEB '21 MAR '21
get vaccinated. It will take a long-term investment
of personalized trust building, messaging, and
engagement to move them to vaccine willingness. Already gotten/As soon as possible The KFF Vaccine Monitor shows that the ‘wait and see’
Wait and see attitude has declined over time as vaccines became more
This investment occurs over a timetable of Definitely not
widely available. The ‘only if required’ and ‘definitely not’
Only if required
months and years. It must start now. attitudes have have remained fairly steady.
Getting to this point has not been easy. VA C C I N AT I O N A S A
It is an impressive feat of scientific S O C I O -T E C H N I CA L S Y S T E M
advancement, production and
distribution, and mobilization. We
S O C I O (H U M A N FACT O R S) T E C H N I CA L (S C I E N T I F I C ,
were able to create and implement the C O M M E R C I A L , LO G I S T I C S)
technical aspects of vaccination with
I N F LU E N C E FINANCIAL
unprecedented speed. However, the
Messaging, Messenger and Funding sources and fiscal impact
human dimensions of our vaccination Channel
system have not received the same O P E R AT I O N A L
level of investment and innovation. TRUST Facilities, equipment, supply chain,
Convincing people to get a shot in the Dynamics and root enablers expertise, and capabilities
arm is functionally a behavior change of trust in order to reduce fear,
create transparency, and engender C H A N N E L- BAS E D
intervention: a human challenge.
institutional trust. Optimizing product, service,
This document provides a roadmap message delivery mechanisms
to address many of the human AC C E S S A N D E Q U I T Y
Understanding barriers to vaccine P O R T FO L I O - BAS E D
dimensions of the vaccination system
access and the dimensions of Mix of offerings and how they work
in order to increase vaccine uptake. It
cultural acceptance together
presents a way to understand people’s
worldviews and risk perceptions. B E H AV I O R C H A N G E T E C H N O LO G I CA L
It describes a range of COVID-19 Move people from contemplation Potential automation and
vaccine attitudes and mindsets. And to action efficiency through technology
it provides recommendations for
P R O D U CT D E S I G N & U SA B I L I T Y O R GA N I Z AT I O N A L
effective trust building, messaging, 07
Designing around the needs, Structures, systems, practices that
and engagement.
mindsets, and behaviors of people enable solution deployment
to facilitate
STEM
S E RV I C E E X P E R I E N C E Various forms of specific expertise,
End-to-end service experience especially cross-industry
that instills confidence and applications
encourages greater participation
in vaccination programs
02
Conceptual
Foundations
08
Conceptual Foundations
What drives the vaccination attitudes
and behaviors we are observing?
P SYC H O LO GY O F R I S K C U LT U R A L LO G I C B E H AV I O R A L A R C H E T Y P E S
H O W D O P EO P L E AS S E S S T H E W H E R E D O C U LT U R A L VA LU E S A N D H O W D O E S T H I S M A N I F E ST
R I S K O F C OV I D -1 9 A N D M A K E WORLD VIEWS COME FROM? AS AT T I T U D E S TO WA R D S
D EC I S I O N S A B O U T VAC C I N AT I O N ? C OV I D -1 9 VAC C I N AT I O N ?
The psychology of risk perception and The answer to where worldviews The seven behavioral archetypes
cultural cognition put the first pieces come from can be found in the social emerged from our qualitative study of
of the puzzle into place. The human science research around cultural logic COVID-19 attitudes and mindsets. We
brain is less rational that we would like – deep seated, normative values that believe the right messaging and value
to believe in evaluating new things. It determine how we interpret the world alignment can shift people’s mindsets
takes a shortcut to evaluate new things around us, perceive risk, and make to be more receptive to getting 09
in terms of our worldview and decisions. They span various socio- vaccinated.
past experience. economic statuses, political ideologies,
and education levels.
Psychology of Risk Perception Summarized from a presentation by Sarah O’Farrell from
?What If! Innovation, The Cultural Cognition Project at Yale
Law School, and the work of Dan M. Kahan
The perception of risk is less about
scientific consensus, and more a
matter of how people feel about a new
technology. We often conflate "liking Our brains evolved to use simple assessments.
+ Does XYZ threaten our way of life?
something" with whether or not it's risky.
+ Does XYZ fit with our deeply held values?
+ Does XYZ feel good or feel bad?
Whether we are interested in vaccine uptake,
medication adherence, or behavior change, Our cultural values and emotional
the psychology of risk perception gives us experiences feed into this evaluation. If a new
insights into how to develop solutions that concept affirms our worldview, we like it
will drive acceptance, engagement, and perceive it as less risky. If it threatens
and adoption. our worldview, it makes us uncomfortable
and we perceive it as more risky.
Culturally Motivated Cognition argues that
our idea of risk stems from our deeply-held Further, we are predisposed to perceive
values and beliefs about how society should things that threaten our sense of comfort and
be organized. In evaluating new things, the ease as more risky than the scientific evidence 10
role of data, pros, and cons are less significant would suggest. Things that seem more
than we would like to imagine. Risk difficult are also perceived to be more risky.
assessments are actually based on emotional
and cultural processing, a marking of our Finally, the more friction and uncertainty we
evolutionary past. This allows us to quickly experience in an interaction, the more our
weigh a situation and take action. The threats our brains will sense risk and avoid
in our environment have changed, but we still the situation.
use the same mental shortcut to evaluate risk. CONTINUED ON NEXT PAGEVaccination is a great case study for the C U LT U R A L LY M O T I VAT E D R I S K P E R C E P T I O N LO W R I S K
importance of cultural cognition. The HIGH RISK
HIERARCHY
COVID-19 vaccines are a new technology
being introduced to society at-large. That
coupled with distrust of instutions grounded
in past experiences triggers our risk radar. Climate change HPV vaccination Compulsory Abortion
Nuclear power Gun Control psychiatric treatment LGBTQ+ rights
Generally, our beliefs about the world and
Gun ownership
how it should be organized can be categorized
into two tensions, represented on the
adjacent grid.
INDIVIDUALISM COMMUNITARIANISM
On the horizontal axis is individualism and
communitarianism. Does a person prioritize
the rights of the individual first and foremost,
Abortion Compulsory HPV vaccination Climate change
or those of the community or LGBTQ+ rights psychiatric treatment Gun Control Nuclear power
larger population? Gun ownership
On the vertical axis is hierarchy and
egalitarianism, which is slightly more
elusive: does a person believe in traditional EGALITARIANISM
family structures, orientations of power,
and institutions, or do they believe in non-
Compulsory HPV vaccination spurred a On the other side, those who were more
traditional family and power structures with
contentious public debate, even though the egalitarian oriented perceived less risk in
a focus on equal treatment for all?
vaccine was shown to be very effective at the HPV vaccine. They were less threatened
These orientations are critically important preventing cervical cancer. On one side of the by ideas of womanhood and sexuality, and 11
because they shape our perception of risk. debate, people with a hierarchical orientation more motivated by the value that sexual safety
If hierarchy is threatened, and we value perceived the HPV vaccine to be threatening should be afforded to all.
hierarchy, we lash out at the risk. and risky. The public health messaging about
Issues of gun control, LGBTQ+ rights, and
safer sexual practices for women conflicted
A concrete vaccination example is presented environmentalism tend to follow a
with their belief that sex is reserved for
in the paper “Who Fears the HPV vaccine, similar pattern.
marriage. A vaccine mandate felt to them like
Who Doesn’t, and Why? An Experimental the goverment intruding on their freedom
Study.” and traditional family values.Cultural Logic
The social science work
around cultural logic provides CHARACTERISTICS MESSAGING STRATEGY EXAMPLE CAMPAIGN
guidance about what drives Smokey the Bear
+ Inalienable worth of the individual, + Emphasize community
DIGNITY
our worldview. We have deep irrespective of context protection
seated, normative values that + Contributing to the “greater good” + Intuition and making the
determines individual worth
determine how we interpret the right choice
+ Internal altruistic motivation over external
world around us, perceive risk, perceptions
+ Allyship and altruism
and make decisions. + Shame comes from inadequately supporting
+ Return to caring
others
These cultural logics are + Identity stems from ability to help others
universal across nationality, race + Utilitarianism
and ethnicity, age, religion, and
political orientation. And they FAC E + Emphasis on social hierarchy + Do your part to protect I’d Like to Buy the
your community World a Coke
are fixed, unchanging. + “Face” determines worth. Value conferred
based on place in hierarchy and adherence + Play your role
to norms.
Cultural logic provides a way to + Loyalty to social order
+ Status based on supporting the social order
talk about cultural worldview and harmony + Emphasize harmony
without bias or referring to and non-confrontation
+ Loss of face incurs shame
political orientation. + Identity revolves around role performance
+ Accepts group will
We might think of public health
+ Confucianism
guidance as facts and science.
HONOR + Fiercely individualistic; highly loyal to ‘in + Protect yourself and Truth anti-smoking
However, these facts exist
group’ peers your family campaign
within the context of cultural 12
+ Reputation can be conferred or revoked by + Highlight behavioral
values and can trigger a strong in-group peers. Protection of social image is norms of identity groups
paramount.
emotional response. This + Security and stability
+ Status determined by individual actions and
highlights the importance of + Reputation
success
understanding the context + Breaking in-group norms incurs shame + Return to security
of people’s worldview and + Identity revolves around local group norms
communicating to them from + Protect self and social unit.
within that worldview. + ObjectivismThe segment titled "Elephant in the Zoom" in Episode 736 of Dr. Tom Frieden listened to the discussion and
This American Life is a very concrete illustration of cultural logic took notes. He came back on to present five
in action. The story takes the listener inside a focus group session very clear facts:
to test COVID-19 vaccination messaging with a conservative
audience. The focus group was organized by the de Beaumont 1 If you get infected with the virus, it will go
Foundation out of concern for the continued vaccine reluctance of all over your body and stay there for at
conservative voters. least a week and be much more likely to
cause you long-term problems than
The first hour of the focus group was spent listening to the
the vaccine.
opinions and concerns of the participants. Then the organizers
began testing fairly conventional public health and vaccination 2 If you get the vaccine, it will prime your
messaging, starting with Dr. Tom Frieden, former director of the immune system, but then the vaccine is
CDC. He was followed by a several members of congress, some of gone. It will not be with you anymore.
whom are also physicians.
3 More than 95% of the doctors who have
Every fact and argument for vaccination gets rejected. Nothing been offered this vaccine have gotten it
works; some participant become even more resistant as soon as they can.
to vaccination.
4 The more we vaccinate, the faster we can
get back to growing our economy and
getting jobs.
5 If people get vaccinated, we're going to
save at least 100,000 lives of Americans
who would otherwise be killed by COVID.
"All true. Heard the science before,
13
but it doesn't line up with what
the response to the virus was on
a federal level and a state level...
I'm not going to take a vaccine."
— Female ParticipantThe final speaker was former New Jersey "I think what I've learned is, I probably "… presenting the science on COVID-19
Governor Chris Christie. He didn't try to need to separate my reaction to vaccines does not guarantee that
persuade people; he simply told stories of the government involvement in this, people will accept recommendations
and look at just the science. I'm a or modify behavior accordingly.
how COVID-19 affected him and people
pharmacist. I used to work for Merck. People can see the same evidence
around him. He contracted COVID at the
I know all their vaccines are good and reach different conclusions if
White House, the "safest place in America." products. I trust them. What I don't they have different priorities.”
Five other people contracted COVID from trust is the government telling me
the same meetings – President Trump, Hope what I need to do when they haven't – National Academy of Sciences
Hicks, Kellyane Conway, Bill Sapien, and Bill led us down the right road, in my
Miller. Six out of seven people in the room. view, to this day. So if I can set the
government aside and just look at
Chris Christie was the sickest and had the
the science and think about it from a
longest hospitalization. Hope Hicks, who is medical standpoint, I think I'm OK."
in her early 30s and jogs 5 miles a day, was
sick for 10 days. And, Chris Christie had two – Sue
relatives in their 60s, one a smoker and one
very healthy, die of COVID two weeks earlier.
This combination of facts and personal stories
finally started to have an impact, as shown by
the quote from a participant named Sue on
the right.
While this example is a conservative
audience, the same dynamic will play out
for any segment with strong hesitancy or
resistance. Facts and messages that don't 14
align with their worldview are rejected.
Once you understand the worldview,
you can tailor the facts, messages, and
messengers to finally
break through.03
Archetypes
15A . S T E A D FAS T O P P O N E N T S
7 Archetypes B . I N D I F F E R E N T I N D I V I D UA L S
C . VAC C I N E A DVO CAT E S
D. CONCERNED SKEPTICS
E . CAU T I O U S S U P P O R T E R S
F. R E L U CTA N T VA X X E R S
G . H E A LT H Y I N D E P E N D E N T S
Beyond traditional demographics and
segmentation criteria often associated with
personas, archetypes draw on various data sets
to reveal user behavior – often expressed as HIGH CONFIDENCE
IN VACCINATION
preferences, routines, goals, and interactions. C
Archetypes help us understand systems of belief,
needs, expectations, context and circumstances
over time. Archetypes, by their very nature, cut E
across the more traditional persona constructs G F
ANTI-VACCINE PRO-VACCINE
sometimes used in human centered design.
B
It's not important what people did, but why they
did it.
D
When analyzing mindsets and attitudes of A
participants in a national qualitative study in LOW CONFIDENCE
IN VACCINATION
early 2021, we identified seven archetypes that
16
represent similar belief systems, standpoints,
frustrations and desires, and sentiments about
the vaccine and what life will ultimately look
like. These archetypes highlight helpful aspects The archetypes map against both a pro- to anti-
of people's value and belief systems and provide vaccine attitude axis as well as a confidence level
axis. This confidence level is dependent on their
insight into how we might approach vaccine
understanding and perception of how well the
conversation and action. vaccine would work for them.S T E A D FAS T H E A LT H Y CONCERNED INDIFFERENT
OPPONENTS INDEPENDENTS SKEPTICS INDIVIDUALS
This group is against getting This group believes that the This group is fearful of side Getting the vaccine is not top
the vaccine and do not vaccine is fine for others effects and what the short and of mind for this group. They
see themselves getting the who are most vulnerable to long term health implications do not think it's necessary
vaccine in the future because COVID-19, but trust in their would look like for their because they believe they
it opposes their beliefs. good health and immune unique health condition. They are healthy enough already,
systems above the vaccine. will not consider the vaccine and they have largely already
for years. "returned to normal."
17
CAUTIOUS R E L U C TA N T VAC C I N E
SUPPORTERS VA X X E R S A D V O C AT E S
This group believes that the This group has reservations This group is fully supportive
vaccine is helpful, but they do about the vaccine, how of getting the vaccine or have
have a few reservations for rushed it was, and what the already been vaccinated. They
themselves or loved ones in side effects would be, but are may have some questions, but
getting the shot. ultimately willing to get fully trust the shot.
the shot.Array of Engagement Strategies
S T E A D FA S T H E A LT H Y CONCERNED INDIFFERENT CA U T I O U S R E L U C TA N T VA C C I N E
OPPONENTS INDEPENDENTS SKEPTICS I N D IVI D UALS SUPPORTERS VA X X E R S A D V O CAT E S
D E F I N I T E LY D E F I N I T E LY
WON’T GET WILL
T H E VAC C I N E VAC C I N AT E
Invest
Motivate
Inspire
13-19% 15-21% 64%
Those who say 'definitely not' or Those who say 'only if required' and Those who have already been
'only if required' when asked if they 'wait and see.' vaccinated or will vaccinate as
will get a vaccine." soon as possible.
+ Emphasize value alignment + Provide reassurance + Focus on mobilizing
+ Plan for long-term engagement + Positive and motivating framing + Provide avenues for advocacy
+ Requires trusted, + H
ighlighting risk when + Create the emotion of “shine”
in-group messengers appropriate (i.e., positioning 18
vaccination as safer than + Create opportunities to celebrate
+ Emphasize conversation contracting COVID-19)
over directives
+ O
pportunities for consultation
and conversation with
healthcare providers
PERCENT OF POPULATION ESTIMATES
EXTRAPOLATED FROM KFF VACCINE MONITOR,
VALID AS OF 14 MAY 2020Steadfast Opponents
VACCINE MINDSET / ATTITUDE
+ Steadfast Opponents are against getting the vaccine and do not see
themselves getting the vaccine in the future. They would require
significant investment in time and effort to sway
their decision.
“My main concern around
+ They believe the entire handling of the vaccine effort has been
vaccinations is always the integrity
and honesty by which information is
messy – from the information released on it, to the supply and
provided, as well as the integrity and demand, to the two presidential administrations handling
honesty about the manufacturing of the rollout.
the vaccination.”
+ These individuals believe in their own ability to manage risk and do
—Kevin
not have faith in masks or distancing offering much protection.
+ Steadfast Opponents are very religious and believe some vaccine
INFLUENCES COMMON DESIRES
ingredients directly oppose their faith – testing on/using stem cells
Family, religion / church, No more masking, let people
spouse, independence make decisions for themselves, or aborted fetus is not acceptable for them.
no more politicization of
PERSPECTIVE ON FUTURE the vaccine + They believe that this vaccine effort was rushed and fighting
Go back to the way things were
before the pandemic COMMON BEHAVIORS something like COVID-19 could take decades to master.
Follow the rules but also follow
BELIEF SYSTEMS own beliefs and practices, watch + These individuals may have directly experienced COVID-19 and
Very religious, political – lean our for self and family
republican, autonomy overcome it; further bolstering their beliefs in the human immune 19
PARTICIPANTS system and strengthening their faith and resolve to remain in
NEWS SOURCES Kevin, 65
Medical Journals, Associated Kathy, 50
control of their bodies and their choices.
Press, friends/family, Epoch
Times, Christian news sources
COMMON FRUSTRATIONS
Phasing done wrong, supply and
demand, forcing populations or
professions to vaccinateHealthy Independents
VACCINE MINDSET / ATTITUDE
+ Healthy Independents believe that COVID-19 is real, but that it is
more or less like the flu. They believe that for most people who are
healthy, in good shape, and have healthy immune systems, getting
sick is a “non-event.”
+ They begrudgingly follow the mask rules and social distance
“I am not worried and feel completely
safe and subject myself to this every
regulations – but don’t think either does much and will take off
day. I do not feel that I need to take their masks as soon as they can.
precautions. I don't feel like that threat
is that big. But I'm not against anyone + They have generally continued to live life as though COVID-19
that does.” weren’t around. They travel, see friends and family, watch their
—Bob
kids play, and continue with their normal activities as much
as possible.
+ They value their independence to make a choice about this vaccine,
INFLUENCES COMMON DESIRES
and presently do not see a need for it. Some of their friends and
Politics, family, Want to get back to no masks
personal knowledge and being able to live freely family have vaccinated, and while they respect that, they do not
PERSPECTIVE ON FUTURE COMMON BEHAVIORS
think the vaccine is necessary for them.
Bodies will learn and adapt and Mask only when absolutely
the world will get back necessary, haven’t really + If the vaccine became mandated for them to do their jobs or travel,
to normal changed any other behaviors this group would likely reconsider their current denial of
BELIEF SYSTEMS PARTICIPANTS the vaccine. 20
Lean republican, believe in Bob, 40
taking care of their bodies and Georgia, 55
being healthy and active
NEWS SOURCES
Google, self-research
COMMON FRUSTRATIONS
COVID-19 is being blown out
of proportion, it’s largely drug
companies making moneyConcerned Skeptics
VACCINE MINDSET / ATTITUDE
+ Concerned Skeptics are leery of the vaccine, not only because it was
seemingly tested, manufactured, and distributed quickly – but also
because it was not tested on individuals with their particular health
concerns. The concerns about side effects, how it would impact
their current (good) health status, and what it means long-term are
“We keep our masks on, we don't go all questions swirling in this archetype’s minds.
out any more than we have to, and we
try to stay further than six feet away + These individuals have a very forward-looking perspective and
from people. It's just a whole mess of expect another year of masking, social distancing, and avoiding
things, so we're trying to do the best public as much as possible.
we can.”
—Michael
+ Right now, they are not willing to vaccinate, but are willing to
think about it. Though, they would still wait a few years before
considering an actual needle to arm.
INFLUENCES COMMON DESIRES
+ Because of their concerns about personal health and the
Health, chronic or recent health Want to know how the vaccine implications of the vaccine, they would consult with their care
issues, family would impact personal
health status
team, whom they trust above all else, about what they should
PERSPECTIVE ON FUTURE specifically do or not do.
Going to keep being careful and COMMON BEHAVIORS
wait for guidance on when it’s ok Home bodies, stick to
+ They are not overly informed about the vaccine effort, but know
to not mask or distance themselves, take the news with
a grain of salt, trying the best enough to know it’s not for them at the moment. 21
BELIEF SYSTEMS to take care of themselves and
Self, health provider those they love
NEWS SOURCES PARTICIPANTS
CNN, Apple News, National News Troy, 37
on TV Michael, 63
COMMON FRUSTRATIONS
So many unknowns with the
vaccines, different news every
day, no long term findingsIndifferent Individuals
VACCINE MINDSET / ATTITUDE
+ Indifferent Individuals tend to be less risk averse to COVID-19. They
are younger, in relatively good health, and don’t see COVID-19 as a
“I was never COVID safe. I would go threat to themselves or those in their immediate social circles.
meet up, for better or worse, living my
daily life as close to normal as I could. + The see the vaccine as less about protecting themselves, and more
I’m not worried about my personal
about having a “ticket” to return to the activities they enjoy
safety, but I’m also not worried to
be in a room with vaccinated or guilt-free.
unvaccinated people. I don’t have
personal fears, but I will be cognizant
+ Indifferent Individuals tend to express the social and lifestyle
of others.” benefits of being vaccinated, though they may also admit that their
behaviors won’t radically change from what they currently do to
—Danielle
see friends, family, and enjoy their time. The social pressure to
vaccinate will also be a key motivator.
INFLUENCES COMMON FRUSTRATIONS
Returning to normal, Disruption of daily life,
+ With the vaccine, they would feel cleared to return to the things
convenience, making others feel social routines, ambiguity of they enjoy, rather than doing those things at the expense of the
comfortable, alleviating stigma guidance, stigma not being judgement of others.
“COVID safe”
PERSPECTIVE ON FUTURE
Thinks the future will be COMMON DESIRES + The convenience of the vaccine becomes a key factor for them.
whatever we collectively decide A return to normalcy, Having an easily accessible, clearly communicated, quick process in
on, just wants their lifestyle to protecting their social and
getting the shot(s) can overcome the risk that these folks will take a
fit into it mental health
“free-ride” on the collective benefits of herd immunity. 22
BELIEF SYSTEMS COMMON BEHAVIORS
Individually-oriented, seeks Not very stringent in following
social connection prevention guidelines, indoor
diner, congregates with friends,
NEWS SOURCES takes precautions to make
General news media, avoids others comfortable
political bias
PARTICIPANTS
Danielle, 25Cautious Supporters
VACCINE MINDSET / ATTITUDE
+ Cautious Supporters tend to support the vaccine in its objectives
– they internalize the threat of COVID-19 to themselves and their
communities, recognize the need for herd immunity to overcome
“My husband and I are getting the the virus, and want to put an end to this public health threat.
vaccine, but I don’t think I will have
my son will get the vaccine. I worry + At the same time, they are cautious about the individual
that it may affect his ability to father ramifications the vaccine may have for themselves – they are
children in the future. I worry that it
worried about the lack of long—term data and want to ensure that
isn’t effective and once people get
it they will let their guard down on
this is the right decision for their health.
safety protocols.”
+ Cautious Supporters will use the tried and tested tools they have
—Susan available to them for prevention, so long as they are not bodily
invasive and present additional health risks (i.e., an injection). They
INFLUENCES COMMON FRUSTRATIONS
tend to mask, social distance, and stay home when the option is
Desire for herd immunity, risks No long-term data, doctors available to them. In many ways, non-vaccinated prevention tools
of side effects risk-averse, risk of unable to answer detailed
COVID-19 for themselves and questions, worried about
feel safer and easier to them than the risks of getting vaccinated.
loved ones adverse reactions
+ Cautious Supporters tend to be motivated to vaccinate based on
PERSPECTIVE ON FUTURE COMMON DESIRES
well-communicated evidence on the vaccine safety. They also
Wishy-washy – the ”new Beating COVID-19, orienting
normal” will look different, and may be motivated by increased external risk, such as being put in
COMMON BEHAVIORS
congeal slowly positions where congregation is necessary.
Takes COVID prevention 23
BELIEF SYSTEMS behaviors seriously
Communitarian orientation,
belief in COVID as a threat, PARTICIPANTS
eager to contribute in the ways Joe P., 25
they can Susan, 44
David, 51
NEWS SOURCES Jerry, 59
Common mainstream media,
wide range of sources and
political leanings,
“truth-seekers”Reluctant Vaxxers
VACCINE MINDSET / ATTITUDE
+ Reluctant Vaxxers are not opposed to vaccines in general but
“If the vaccine becomes mandated,
believe that the COVID-19 vaccine was rushed and is still in the
I would get vaccine. If that’s a
mandatory by government that will
experimental phase. They have serious questions about how the
become my higher priority for me vaccine will affect their health in the short and long term.
and that will push me to get it. It
tells me something that if something + They would prefer to rely on traditional methods, like masking and
happened, I feel more better that I physical distancing, to combat the virus and have been very careful
can sue government.” about exposure when going out. They are very concerned that
—Jabinia many areas are relaxing mask requirements and worry this will
increase cases and exposure.
+ They may be pushed to get the vaccine if they feel it will help family
return to activities they love or if the vaccine was required by a
trusted business or industry. Fear of the virus and the lack of care
from others is also a driver in their decision making.
INFLUENCES COMMON FRUSTRATIONS
Personal experience with Lack of clear information, + Reluctant Vaxxers are very well informed and are up to date on the
medicine, science unanswered questions. Worry
that the rest of the world isn’t latest information about the vaccine and vaccination efforts.
PERSPECTIVE ON FUTURE taking the continued need for
Going to continue to mask and vigilance in pandemic
social distance, believe we won’t behavior seriously
be able to return to normal for
an extended period of time COMMON DESIRES 24
Health and happiness for
BELIEF SYSTEMS themselves, their family and
Focused on their own health the community
and the health of their friends
and family COMMON BEHAVIORS
Continue to wear masks and
NEWS SOURCES worry that the rest of the
CDC, NPR and other news world isn’t
sources they perceive as
non-biased PARTICIPANTS
Kelly, 52
Jabinia, 46Vaccine Advocates
VACCINE MINDSET / ATTITUDE
+ Vaccine Advocates are those who have already gotten the vaccine or
have strong desires to get the vaccine in the future.
+ They are active information seekers and have a strong preference
“I decided to get it because I don't for unbiased information sources and regularly keep up with
want to be continuously worrying
new developments.
about going out, catching it and
bringing it home, giving it to my + Vaccine Advocates tend to believe that going back to normal is
grandson and other family members.
Plus, with my health, I decided it's
dependent on how widely the vaccine becomes available as well
better just to get it.” as the number of people vaccinated. They hope that not only
themselves and their friends/family will vaccinate, but also others,
—Nanci
including children, as soon as possible.
INFLUENCES COMMON DESIRES
+ They value health and life and make decisions to to keep themselves
Health, family, know people who A return to normalcy, get and others healthy and safe. They want to do their part to add to
got or died from COVID-19 vaccinated as soon as possible, herd immunity.
achieve herd immunity
PERSPECTIVE ON FUTURE
Thinks more vaccinations will COMMON BEHAVIORS + They are most likely to conform to taking any available vaccine
accelerate returning to normal – Actively seeking out options they are given. They tend to have a willingness to take the
which may look a little different information, f
ollowing regulations risk of having side effects as long as the vaccine is effective.
BELIEF SYSTEMS
Range of political affiliations, PARTICIPANTS + They hope to go back to normal – not wearing masks – once they 25
believe in science and medicine Nanci, 52
Joe F., 73 are vaccinated, however, they are also willing to follow regulations
NEWS SOURCES Samson, 38 if needed.
CDC, City’s website, Governor's Latosha, 33
social media, CNN, Shelly, 54
National News Joshua, 40s
Jessica, 36
COMMON FRUSTRATIONS
Information transparency and
accuracy, frustrations towards
vaccine doubters and
anti-vaxxersOpportunities for Influence
Depending on an individual or archetype's supports are in place. For those closer the vaccine, inspiring them to spread
stage in the decision-making process, to a "yes," approaches should emphasize beliefs, have conversations, and mobilize
different approaches and expectations emotionally motivating these individuals will be key. This framework illustrates how
are necessary. For those least motivated positively, providing needed information these various dimensions may appear in
to take the vaccine, larger cultural shifts clearly, introducing behavioral nudges, each archetype and highlights some basic
may be required, and we must invest in the and making sure the service experience is strategies for investing in, motivating, and
emotional, belief-driven, and intellectual as simple, smooth, as accessible as possible. inspiring them.
spaces, while ensuring that if they do Lastly, for those who are ready and willing
decide to get a vaccine, proper ease and to get the vaccine or have already gotten
S T E A D FA S T H E A LT H Y CONCERNED INDIFFERENT CA U T I O U S R E L U C TA N T VA C C I N E
OPPONENTS INDEPENDENTS SKEPTICS I N D IVI D UALS SUPPORTERS VA X X E R S A D V O CAT E S
D E F I N I T E LY D E F I N I T E LY
WON’T GET WILL
T H E VAC C I N E VAC C I N AT E
Invest
Motivate
Inspire
26
13-19% 15-21% 64%
Those who say 'definitely not' or Those who say 'only if required' and Those who have already been
'only if required' when asked if they 'wait and see.' vaccinated or will vaccinate as
will get a vaccine." soon as possible.
PERCENT OF POPULATION ESTIMATES
EXTRAPOLATED FROM KFF VACCINE MONITOR,
STRATEGIES VALID AS OF 14 MAY 2020S T E A D FAS T O P P O N E N T S
EMOTIONAL Perceived condescension, Removing directives, asking
INTERNAL
The most personal and close-to-home
factor, the emotional factor, captures a feeling neglected, angered by questions, active listening
person’s sense of self-interest, culture/ politics
values, autonomy, and and how they
analyze risk on a personal level.
The belief factor captures the influence BELIEFS, INFLUENTIAL High value on autonomy, Messaging around values,
of a person’s political, religious, and frustration with vaccine rollout, emphasizing choice,
scientific/medical views. religious values, personal over promoting vaccine as personal
public health health, educating on public
health
The intellectual factor embodies the INTELLECTUAL Viewing science through Appealing to moral duty and
influence of a person’s knowledge and religious lens; emphasis on religion, emphasizing clinical
understanding of information, news, micronutrients, ingredients, trial success, providing fresh
and data. and small health niches voices to accommodate a
"new perspective"
FAC T O R S
The experiential factor frames the EXPERIENTIAL Experiences with paternalism, Religious vaccination efforts;
influence that a person’s proximity to feeling written off, seeing personalized conversations;
COVID-19 (including testing, vaccines, things they love taken away giving space to acknowledge
diagnoses) has had on them and their from them and air grievances
behaviors / attitudes.
The physical / environmental factor PHYSICAL, Frustrated with lockdowns and Connecting vaccines to re-
captures the influence that a person’s ENVIRONMENTAL low mobility, want access to opening, offering vaccines in
location, accessibility, and lifestyle has on spaces again "lost community spaces" such 27
their mindset and behavior. as churches and fitness groups
Finally, the global factor, which is also GLOBAL "Every person for themselves" / Messaging around national
EXTERNAL
the most external factor, frames how "survival of the fittest" mentality; security, removing politicians,
influential national security/wellbeing, concerned about government getting the government out
public duty, government, public health, overreach of COVID/the economy by
and the bigger picture are to one's managing it ourselves
individual actions. BARRIERS /
CONSIDERATIONS
STRATEGIESH E A LT H Y I N D E P E N D E N T S CONCERNED SKEPTICS
EMOTIONAL Frustrated with COVID-19 Emphasizing taking charge Risk averse, concerned with Highlighting stories of others
politicization, annoyance with of personal health, ending unique health status, with "unique" conditions,
others who are masking through vaccination, high stress emphasizing feelings of safety
risk-averse removing politics, and giving and reassurance
choice
BELIEFS, INFLUENTIAL Emphasis on autonomy, belief Speaking to vaccines Latch onto stories of adverse Emphasize long-term efforts,
in mind-body in a mind-body context, reactions, side effects; highlight monitoring and
relationships, indiviudalistic emphasizing "strength," forward-looking and surveillance tools
creating spaces for vaccine future oriented and data
discourse in "alternative health"
groups
INTELLECTUAL Interested in health niches, Highlighting health risks for Fine data points, adverse Address the details; Unique,
compelled by health fads, healthy people and chronic outcomes, negative details condition-specific messaging;
interested in the optics of condition "niches", speaking to outweigh positive emphasize vaccine
personal health interventions chronic condition management, story arcs development and
discussing "immune resilience" scientific wins
from the vaccine
EXPERIENTIAL Interested in health niches, Business incentives for Mishandling of prior health Messaging side effect
compelled by health fads vaccination, equipping mind- conditions, poor vaccine expectations up front,
body health influencers reactions in the past, wanting proactive outreach
unique attention from providers
PHYSICAL, Will likely view vaccination Ease in access such May be less mobile individuals, Geographically close vaccine
ENVIRONMENTAL as a "necessary evil" or as scheduling, easy more concerned about locations, emphasizing
inconvenience, may be transportation, and spatial/ exposure risk on-site exposure protection on-site 28
deterred by site inefficiencies workflow design to make beforehand, outdoor clinics
or scheduling issues vaccination feel like "part of a
personal health journey"
GLOBAL Individualism, personal Framing vaccines as a Worried about the big Discuss the future of COVID-19
responsibility, and an large-scale personal health picture. Focus on vulnerable and how they can contribute to
emphasis on personal health movement ("taking charge," populations eradicating it. Highlight wins in
"protecting yourself," "getting disproportionately impacted
the government out of your communities
BARRIERS / health")
CONSIDERATIONS
STRATEGIESINDIFFERENT INDIVIDUALS CAUTIOUS SUPPORTERS
EMOTIONAL Indifference to COVID-19 risk, Social and mobility incentives Compelled by collective efforts Emphasizing feelings of safety,
desire for "normalcy," frustration for vaccination, emphasizing to eradicate COVID-19, more protection of family, taking
with COVID-19 obsession COVID-19 long-haul risks risk averse, want to protect steps for the collective
selves and family
BELIEFS, INFLUENTIAL Less politically interested, high De-emphasize politicians, Communitarian orientation, Messaging around community,
value on social activity and emphasizing lost social activities, belief in COVID-19 as a threat, emphasizing community
connection, desire creating "instagramable" eager to contribute in ways leaders, sharing motivating
for independence moments they can stories
INTELLECTUAL Swayed by anecdotes, less focus Promoting positive vaccine Information-oriented, desire Single information source,
on science, want unbiased "quick experiences and anecdotes, for no bias, focus on health scientific updates, safety
takeaways" messaging basic science data, prefer the "solutions they data messaging, introducing
accessibly know" (masking, distancing, vaccines as a "complement" to
etc.) masking, etc.
EXPERIENTIAL Have likely experienced Emphasizing ease and Concerned with doctors Messaging the service
COVID-19 and recovered just convenience, addressing dismissing health concerns; experience beforehand, 1
fine, concerned about adverse reaction concerns, quick and unique personal or family on 1 doctor conversations,
reactions from former vaccine simple scheduling situations that drive concern discussing risks of re-opening,
experiences, don't want to go around long term side effects family vax programs
through hassle of vaccination
PHYSICAL, Likely to view vaccination as Ensuring convenience More likely to be concerned Community-based
ENVIRONMENTAL an inconvenience (smartphone scheduling apps, over exposure at the site, more vaccination efforts, mobilizing
29
ride-share codes, prompts and emphasis on community- efforts, family vax programs,
notifications for eligibility) based solutions outdoor clinics
GLOBAL Emphasis on personal Public health education, Emphasis on community, Herd immunity education,
health, little interest in larger discussing community spread wanting to contribute, tuned discourse around localized
implications and herd immunity, emphasizing into global failings and bad applications of public health,
global travel and social activity news may be a disincentive highlighting safety and
benefits of vaccination efficacy wins
BARRIERS /
CONSIDERATIONS
STRATEGIESR E L U C TA N T VA X X E R S VA C C I N E A D V O CAT E S
EMOTIONAL Less risk aversion than Making people feel secure in Excited, motivated by the Creating easy tools, media-
cautious supporters, can be their choice, not introducing vaccine, forward-looking sharing, text scheduling, or
easily deterred, are anxious additional concerns, ensuring mobilization to "spread
to contribute to vaccination a smooth experience the love"
efforts, but want to do so safely
BELIEFS, INFLUENTIAL Communitarian orientation, Messaging around community, Belief in science and medicine Conversation guides for others,
belief in COVID-19 as a threat, emphasizing community equipping with talking points
eager to contribute in ways leaders, sharing motivating
they can stories
INTELLECTUAL Desire for unbiased information, Assurance of the right decision, Focused on data points, Conversation guides for
mitigating personal risk, continually messaging media narratives, trusted engaging with others,
validating decision to get vaccination "wins" and safety governmental and scientific equipping with talking points
the vaccine developments sources
EXPERIENTIAL May be triggered by an Maximizing the service Tend to more positively view Consistently delivering on a
experience during vaccination experience, improving the vaccine experiences, see the smooth and pleasant service
that reminds them of past ease of vaccination, ensuring tradeoff of immune response experience, giving stickers/
experiences (neglect, culturally competent and effects as worth it text scripts as mobilizing tools,
pain, etc.) patient-centered health monitoring post-vaccine
system interactions reactions
PHYSICAL, Concern over on-site exposure High convenience to "ease Already high demand for Transportation subsidies and
ENVIRONMENTAL risk, need easy scheduling the decision" – follow-up vaccine, access barriers will be mechanisms, paid time off
30
mechanisms so as not to messaging after scheduling, key to solve for shot + recovery, smooth
deter, need assurance of transportation aid, paid time service experience, leveraging
transportation to site off work, etc. excited individuals for
outreach
GLOBAL Emphasis on community, Herd immunity education, High excitement, eagerness to Leveraging these individuals
wanting to contribute, tuned discourse around localized contribute to herd efforts to start a global vaccine
into global failings and bad applications of public health, movement. Using early
news may be a disincentive highlighting safety and adopters to inspire and
efficacy wins mobilize
BARRIERS /
CONSIDERATIONS
STRATEGIES04
Recommendations
31Recommendations
at a Glance
These recommendations are informed by multiple
workstreams over the course of nine months
working under the auspices of the California
Testing Taskforce. The initial work centered on
COVID-19 testing strategy and transitioned
to vaccination. The work includes secondary
research, primary qualitative research, convening
leading designers and innovators, and a digital 32
study using machine learning to develop hyper-
specific behavioral segments.W H AT W E SAY, H OW W E B E H AV I O R C H A N G E W H O D E L I V E R S T H E M E S SAG E
SAY I T, W H E N W E SAY I T A N D E CO N O M I C S
This set of recommendations revolves This set of recommendations stems from The spokesperson, messenger, and/or
around messaging, communication, the attitudinal shifts, psychology, factors authority figure delivering information
aspects of follow-up, and outreach leading to adoption, role of incentives, about the vaccine will be just as vital as
pertaining to the vaccine. The message the power of control and autonomy, and the message itself. The social influence
itself and the design of how it is executed behavioral economics at play when it surrounding the vaccine can be leveraged
drives significant impact. People need to comes to making a decision about to drive more shots in arms.
feel heard and have their concerns the vaccine.
taken seriously.
+ U
tilize “Get Out the Vote” models of calling, + C
reate a common moral enemy around + L everage positive peer pressure through
texting, scripting, and door-knocking. COVID-19. individuals who have already vaccinated.
+ A
void restating myths or misinformation in + C
ontinuously tailor messages and nudge + U
se virtual platforms to scale local experts
an effort to debunk falsehoods. individuals with ads and messages. (physicians, nurses, pharmacists, etc.)
through virtual consults, chats, and
+ S
hare real-life stories of + E
mphasize the sentiments and feelings that recorded conversations.
vaccination successes. protection with the vaccine gives us.
+ H
arness influential social networks to
+ S
howcase personal vaccine stories in + P
rovide non-medical incentives through disseminate information and
tandem with sign-up options. community partnerships. host conversations.
+ C
onsider leveraging machine learning to + P
ut risk in comparison of other life activities + D
o not engage politicians or celebrities to
identify users and messaging. – i.e., being struck by lightning. deliver vaccine information, use local
33
"real" endorsers.
+ P
rovide avenues for people to express
concerns, have real conversations, and
feel heard.
+ L everage scheduling for more than
just logistics.
+ S
hare overlapping messages at scale, and
specific messages through more narrow
communication channels.E D U CAT I O N A N D I N T E RV E N T I O N / S E RV I C E
I N FO R M AT I O N DESIGN
This category involves the yearning The service design, experience, and
for understanding around the vaccine end-to-end journey of getting a vaccine
and what educational elements and are critical considerations that can
information might help answer questions, make or break a person’s impression
ease anxiety, and drive acceptance. of the vaccine itself. Captured here are
recommendations highlighting how to
optimize the intervention.
+ V
isualize the vaccination development + L everage health system data as well as
process to clarify the safety and efficacy public datasets to identify “hotspots” where
guardrails in place. vaccine demand and/or access is lagging.
+ C
reate a task force of mutli-lingual, multi- + M
ake the vaccine moment
cultural “nudgers” to contact “Instagram-worthy."
undecided people.
+ C
ommunicate the end-to-end service
+ C
reate a go-to, all-encompassing source experience in detail in advance of
for specific and personalized an appointment.
vaccine questions.
+ Introduce mobile and walk-in sites in areas
+ H
ighlight the chain of impact that vaccines with lower vaccination demand.
can have.
+ M
aximize the 15 minute wait time post-shot 34
+ C
reate a source or tool for people to self- to mobilize and inspire others.
identify personal health status and see how
they should prepare for the vaccine. + Introduce more streamlined options for
scheduling (or use walk-in slots).
+ A
dmit what we know, what we don’t know,
and how those things change over time. + U
tilize scheduling as a moment in which
concerns can be eased and transparency
can be emphasized.W H AT W E SAY, H OW W E Humanize vaccine hesitancy: provide balanced,
SAY IT, W H E N W E SAY IT unbiased information; bring in both side of the
story and not only highlight the positive pro-vaccine
sides of it; help with decision making in a non-
judgmental way; have public discourse about the
pros/cons of the vaccine.
This set of recommendations revolves
Openly talk about the mental health impacts of the
around messaging, communication,
pandemic and how we might alleviate long-hauler
aspects of follow-up, and outreach syndrome with the vaccine.
pertaining to the vaccine. The message
itself and the design of how it is
executed drives significant impact. Take the time to listen to communities of color
People need to feel heard and have about vaccine mindsets instead of just telling them
their concerns taken seriously. that they are hesitant because they are Hispanic,
African American, etc. Asking these communities
to trust the government now with the vaccine after
years of racial injustice isn't about being "hesitant," it
is about not trusting the system, intentions,
or outcomes.
35
"The science doesn't mean a lot to me
because I'm not educated in that field. Create community listening sessions for individuals
What resonates with me are hearing to communicate with their own thoughts and
real life stories of 'hey - this is what opinions first so that they can feel heard and have
to expect, this is the experience, and their communication needs identified.
these are the side effects.”
–Danielle, 25 (Study Participant)Develop a framework for communicating Find and share real stories from those
RELUCTANT VAXXERS, STEADFAST OPPONENTS
scientific developments simply and who have vaccinated across different
Humanizing hesitancy is key. These individuals do
without propagating distrust and alarm, initial mindsets (nos to maybes) to use for not want to feel condescended to or told what to do,
frame solutions around alleviating setting the stage and to encourage similar but recognized for having rational perspectives and
beliefs as the first step in connecting and discussing
information fatigue. mindsets to vaccinate as well. their beliefs.
Create spaces for two-way connection Remove the politics from the RELUCTANT VAXXERS, CONCERNED SKEPTICS
and discourse so that communities conversation, or show how opposing Avoiding restating myths is key. Stating myths to dispel
them may run the risk of surfacing new concerns
feel heard. political sides agree - get them all on around vaccination.
a stage or a news platform and show
cooperation and same messaging.
Restating a myth or misinformation in an MIS- AND DISINFORMATION RESEARCH
effort to debunk it is counter productive. 1 in 3 unvaccinated individuals believe or are unsure about
It further validates the falsehood. Instead, Instead of making information feel common COVID-19 vaccine myths.
inform by stating compelling facts. clinical or oversaturated with facts, + 19% believe or are unsure that COVID-19 vaccines
currently being distributed contain the live virus
showcase personal vaccine stories that causes COVID-19.
in tandem with signup options and + 12% believe or are unsure that COVID-19 vaccines
Send a message to all patients that highlight easy to act on, have been shown to cause infertility.
localized locations. + 12% believe or are unsure that you have to pay out-
leads with “vaccines will be available of-pocket costs to get the vaccine.
in your area soon and you are eligible
to vaccinate, do you have questions?” The search term 'sputnik’ is highly associated with the 36
instead of “put your name on the waitlist.” Like "get out the vote" phone banks Spanish language translation of ‘get the vaccine,’ but
it should be known that the Russian vaccine bears the
Those with questions receive a call back. or texting volunteers, enlist an army
same name and is not available in the US, nor is it the
of volunteers to "get out the shot" most common vaccine in South America. If you want to
target Spanish speakers in America who are interested
encouragement. Provide phone scripts
in getting the vaccine, run ads that target the
and text scripts. term ‘Sputnik.’
Provide clear, direct messaging that puts
the risks and side effects of each vaccine
into context for a holistic perspective.You can also read
