Messaging Guidance Brief - HHS COVID-19 Public Education Campaign This brief provides research insights to inform state-level COVID-19 Public ...
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Messaging Guidance Brief HHS COVID-19 Public Education Campaign This brief provides research insights to inform state-level COVID-19 Public Education Campaigns. August 2021
Table of Contents
2 Introduction
4 General Audiences
8 Black/African American Audiences
10 Hispanic/Latino Audiences
13 Asian American, Native Hawaiian, and Pacific Islander
Audiences
16 American Indian and Alaska Native Audiences
18 Adult Audiences 65+
20 Young Adult Audiences
23 Rural Audiences
26 Parents of Adolescents
29 References
INTRODUCTION The U.S. Department of Health and Human Services (HHS) COVID-19 Public Education Campaign (Campaign) is a national initiative to increase public confidence in and uptake of COVID-19 vaccines while reinforcing basic prevention measures such as mask wearing and social distancing. A robust and continuous cycle of research drives all Campaign activities and enables the Campaign to provide rapidly evolving messages reflecting the latest scientific information and current environment. Messages are specifically designed to reach diverse populations who are most willing to take action to protect their health and those disproportionately affected by COVID-19. Messaging guidance is based upon qualitative and quantitative message testing insights, guidance from the Centers for Disease Control and Prevention (CDC), expert recommendations of audience- specific creative agencies, environmental scans, credible external research results, social listening, and iterative testing in the Campaign’s weekly Current Events Tracker (CET) survey, among other inputs. All Campaign materials are produced under one unified visual identity: We Can Do This. This messaging guidance is designed to inform and support state and local officials who are planning or conducting COVID-19 public education activities. HHS built the COVID-19 Public Education Campaign using insights from an array of quantitative and qualitative data collections, primarily focusing on those in “the movable middle”—people who want to protect their health but have questions about vaccines—so they will become more willing to get vaccinated as soon as they can. The Campaign gathers critical data on (1) vaccination status; (2) intention to vaccinate; (3) attitudes, beliefs, and knowledge about COVID-19; (4) COVID-19 vaccines; (5) prevention measures; (6) reasons for waiting to vaccinate; (7) motivators to vaccinate; and (8) trusted messengers. These data help the Campaign adapt to a rapidly changing environment and appropriately target and tailor messages to audiences as needed. AUDIENCES This brief provides messaging guidance for unvaccinated individuals in the following audiences: General Population, Black/African Americans, Hispanic/Latino audiences, Asian American/Native Hawaiian/Pacific Islanders, American Indian/Alaska Natives, Adults 65+, Young Adults, Rural audiences and Parents of Adolescents. The content provided for each audience includes: Insights Research-driven insights on the audiences, types of messaging that resonate with audiences, sensitivities and concerns that can trigger negative reactions and responses in these audiences, and other suggestions for successful COVID-19 communication. Some insights may be relevant to more than one population. Key Messages Data-driven facts based on audience-specific research and presented in the combination that is most effective to encourage vaccine confidence, address barriers to vaccination, and correct misinformation known to exist within specific audiences. Some messages may be relevant for more than one population; others are tailored for specific audiences. Messaging Guidance Brief—August 2021 2
COVID-19 Impact Data Data points and other current research, updated monthly, with particular relevance to specific audiences. Research includes information from data-tracking sources, results from Campaign audience surveys and testing conducted by Fors Marsh Group (FMG), and survey and audience testing findings from credible external sources. Some data points are consistent across multiple populations. Messaging Guidance Brief—August 2021 3
Messaging Guidance: General Audiences
Insights
• Use credible, science-based information (Fors Marsh Group Creative Testing Focus
Groups, 2020).
• Non-vaccinated audiences generally view their family physicians and CDC as the most
trusted sources of information about COVID-19 (Fors Marsh Group Foundational Focus
Groups, 2021d).
• Acknowledge that it is normal for people to have questions about the vaccines and
provide fact-based responses about safety and effectiveness (Fors Marsh Creative
Testing Focus Groups, 2020; Poll, 2020).
• Balance hopefulness with the reality that it’s been a hard year. Too much optimism can
engender skepticism and leave people feeling isolated (Sandman, 2020).
• Remind people that vaccines are the most effective tool in the toolkit to protect
themselves and their loved ones, but don’t overpromise on how quickly we can get back
to the moments we miss (Wood & Schulman, 2021; Fors Marsh Group Creative Testing
Focus Groups, 2020).
• Offer information, don’t lecture. Be responsive and interactive to make the event feel
more like a two-way conversation than a lecture (CDC, 2021c).
• Instead of providing warnings and describing consequences, give people information
about the benefits of the vaccines. Help them see that the vaccines offer real
advantages to them and their families (Fors Marsh Creative Testing Focus Groups,
2020; Poll, 2020).
• Avoid judgmental language when talking about people who are concerned about taking
the vaccine, whatever their reason. Minimizing people’s concerns about the vaccine can
increase resistance (CDC, 2021d).
• Remind people that most Americans plan to get a vaccine as soon as possible, and
more than half of the U.S. population over 12 years of age is fully vaccinated (Fors
Marsh Group Wave 9 Current Events Tracker, 2021d; CDC, 2021e).
• Acknowledge that everyone has a role to play in ending the pandemic (Fors Marsh
Group Creative Testing Focus Groups, 2021).
Key Messages
FMG’s Messaging Matrix Survey (May 21-27, 2021g) found that messages used together about
the benefits of being vaccinated, the danger of COVID-19 variants, the effectiveness of the
vaccines and the severity of long-term health effects of COVID-19 would most motivate the
general population to get vaccinated. Across unvaccinated audiences, reasons for waiting to get
a vaccine consistently center on concerns about side effects and potential for long-term health
effects from the vaccine itself and the perception that the vaccines were rushed in development
(Fors Marsh Group Foundational Focus Groups, 2021f).
Messaging Guidance Brief—August 2021 4
• Benefits: COVID-19 vaccines provide an opportunity to return to a more normal lifestyle.
Although fully vaccinated people can safely participate in many activities they
participated in before the pandemic, the CDC recommends that everyone, including
vaccinated individuals, wear a mask indoors in public if they are in an area of substantial
or high transmission.
• Variants: The more unvaccinated people there are, the greater the chance COVID-19
has to spread and mutate into more contagious variants that cause severe disease.
COVID-19 vaccines are our best defense and have proven to be effective against
COVID variants currently circulating in the country.
• Delta Variant: The vaccine protects against the Delta variant. Even though the Delta
variant is more contagious, vaccines prevent almost all cases of severe illness,
hospitalization, and death from COVID-19.
• Effectiveness: Growing evidence suggests COVID-19 vaccines reduce your chances of
getting and spreading COVID-19. Currently, COVID-19 infections have been reported in
a very small percentage of fully vaccinated adults.
• COVID-19 Health Effects: FDA-authorized vaccines can protect you and your family
from COVID-19. The virus that causes COVID-19 can be dangerous and can have
serious, life-threatening effects on your health, no matter your age. The vaccine can
protect you without giving you the disease.
• Safety: More than 195 million Americans have already received COVID-19 vaccines
with a very low occurrence of any serious side effects. All COVID-19 vaccines will
continue to be intensely monitored for safety.
• Side Effects: Some people may have side effects from COVID-19 vaccines, but side
effects should go away on their own in a few days. The most common side effect of
COVID-19 vaccines is a sore arm at the injection site. Serious side effects that would
cause a long-term health problem are extremely rare following COVID-19 vaccination,
and the risk of a serious illness from COVID-19 itself is higher than any potential risk
from a COVID-19 vaccine.
• Development: COVID-19 vaccines were developed quickly by using a century of
vaccine experience, technology that had been studied for two decades, a prototype
coronavirus vaccine already in development at the National Institutes of Health (NIH),
and more than 100,000 volunteers for clinical trials that enabled rapid accumulation of
data on safety and effectiveness. Simultaneous vaccine production and analysis of
testing data also allowed vaccines to be shipped within days of FDA authorization.
• Access: We have a large supply of COVID vaccines. Anyone 12 and older can get a
vaccine.
o Getting a COVID-19 vaccine is faster and more convenient than ever. COVID-19
vaccines are free of charge to all people living in the United States, regardless of
health insurance or immigration status.
o About nine out of 10 Americans live within 5 miles of a COVID-19 vaccination
site, including doctors’ offices and pharmacies.
o To find the site closest to you, visit vaccines.gov; text your ZIP code to 438829
(GETVAX); or call 1-800-232-0233.
Messaging Guidance Brief—August 2021 5
Creative Sample Demonstrating Message for Audience Title and Description Creative Asset Thanks: - 0:30 Television advertisement announcing COVID-19 vaccine eligibility to all adults 12 and older. Help loved ones find a vaccine near them at vaccines.gov. Surgeon General Delta Variant Message - :30 30 second video featuring U.S. Surgeon General Dr. Vivek Murthy, explaining how vaccination is more important than ever because of the new Delta variant. COVID-19 Vaccines: How Do We Know They Are Safe? Animated video explaining how COVID-19 vaccines were developed so quickly while still meeting the highest standards of safety. COVID-19 Impact Data Messaging Guidance Brief—August 2021 6
• As of August 11, there have been nearly 36 million known cases and more than 615,000
deaths from COVID-19 in the United States (CDC, 2021).
• The share of people 12 and older in the United States who say they’ve received at least
one dose of a COVID-19 vaccine is 69.1% (CDC, 2021f).
• In a July survey, 69% of unvaccinated adult respondents were ready to get a COVID-19
vaccine as soon as possible. An additional 15% of respondents wanted to “wait and see”
before getting vaccinated against COVID-19, and 16% had no intention to get
vaccinated at all (Fors Marsh Group Monthly Outcome Survey, 2021h).
• An April survey by the Kaiser Family Foundation (Hamel et al., 2021) found the following:
o 50% of people who live in rural regions reported that they have already received
at least one dose of the vaccine, 5% would get the vaccine as soon as
possible,16% wanted to “wait and see,” 9% would only get vaccinated if it were
required of them, and 17% indicated they would not get the vaccine.
o 55% of people who live in urban regions reported that they have already received
at least one dose of the vaccine, 9% would get the vaccine as soon as possible,
19% wanted to “wait and see,” 6% would only get vaccinated if it were required of
them, and 9% indicated they would not get the vaccine.
• Rural non-metropolitan residents have a higher prevalence of underlying medical
conditions that may result in more serious cases of COVID-19 than residents of large
central metro regions (Razzaghi, 2020).
• As of August 11, 2021, the cumulative COVID-19 death rate in non-metropolitan
counties is 14.9% higher than in metropolitan counties (209 per 100,000 population vs.
182 per 100,000 population; CDC, 2021b).
• Long-standing health and social inequities—such as discrimination, occupation, poverty,
housing, and health care access—have put many people in certain racial and ethnic
groups at greater risk of getting sick and dying from COVID-19. As of August 11, 2021,
American Indian and Alaskan Native individuals are 1.7x more likely to contract COVID-
19, Hispanic/Latino individuals are 2.8x more likely to be hospitalized from COVID-19,
and Black and African American individuals are 2x more likely to die of COVID-19 than
individuals who are non-Hispanic White (CDC, 2021).
• A recent study found that essential workers, most of whom are exposed to the public
because their jobs cannot be done from home, are at higher risk for COVID-19 (Selden
& Berdahl, 2020).
Messaging Guidance Brief—August 2021 7
Messaging Guidance: Black/African American Audiences
Insights
• Recognize and acknowledge hardships, mistrust of government, and skepticism
toward medical officials based on historic abuses and neglect (Fors Marsh Group
Creative Testing Focus Groups, 2021).
• Use credible, science-based information specific to the Black/African American
community on vaccine effectiveness and benefits, infection/hospitalization/death rates,
and side effects (Fors Marsh Group Creative Testing Focus Groups, 2021).
• Black/African American audiences want to hear from Black/African American experts
and influencers. Testimonials from trusted messengers, particularly personal health care
providers, are key for this audience (Fors Marsh Group Creative Testing Focus Groups,
2021).
• Black/African Americans are more likely to view COVID-19 as a threat to their personal
health compared to any other racial/ethnic group (Fors Marsh Group Current Events
Tracker, 2021d).
Key Messages
• Benefits: Getting vaccinated gets us closer to normal—it’s the best way to defeat this
virus and get back to everyone gathering together at weddings, sports events, and for
travel. Because of the Delta variant, the CDC recommends that everyone, including
vaccinated individuals, wear a mask indoors in public if they are in an area of substantial
or high transmission.
• Access: We have a large supply of COVID vaccines. Anyone 12 and older can get a
vaccine.
o Getting a COVID-19 vaccine is faster and more convenient than ever. COVID-19
vaccines are free of charge to all people living in the United States, regardless of
health insurance status.
o There are more than 75,000 places to get a COVID-19 vaccine in the U.S., and
90% of Americans have a vaccine site within 5 miles.
o To find the site closest to you, visit vaccines.gov; text your ZIP code to 438829
(GETVAX); or call 1-800-232-0233.
• Safety: More than 195 million Americans have already received COVID-19 vaccines
with a very low occurrence of any serious side effects. All COVID-19 vaccines will
continue to be intensely monitored for safety.
Messaging Guidance Brief—August 2021 8
Creative Sample Demonstrating Message for Audience
Title and Description Creative Asset
Let's Press Play - :30
Television advertisement announcing
COVID-19 vaccine eligibility to all adults 12
and older. Help loved ones find a vaccine
near them at vaccines.gov.
Easy As - :15
Short video explaining to young adults the
simple process for getting a COVID-19
vaccine.
COVID-19 Impact Data
• Long-standing health and social inequities—such as discrimination, occupation, poverty,
housing, and health care access—have put many people in certain racial and ethnic
groups at greater risk of getting sick and dying from COVID-19. As of August 11, 2021,
Black/African Americans are 1.1x more likely to get COVID-19, 2.8x more likely to be
hospitalized as a result, and 2.0x more likely to die from it than non-Hispanic White
people (CDC, 2021).
• Black/African American people are more likely to become infected with COVID-19
because they are more likely to be essential workers. They are also more likely to have
conditions that put them at an increased risk of severe illness if infected by COVID-19
(Selden & Berdahl, 2020).
o The percentage of Black workers who work in essential jobs is 78.0% vs. 75.7%
of White workers.
Messaging Guidance Brief—August 2021 9o Black/African Americans are substantially more likely than White people to work
in the health care sector (16.3% vs. 10.4%).
o Black/African American workers are less likely to telework than are non-Hispanic
White workers (21.9%) or Asian workers (37.8%; U.S. Bureau of Labor Statistics,
n.d.).
• According to CDC, among risk factors for COVID-19, Black/African American people are
more likely than the U.S. general population to have obesity (49.6% compared to 42.4%;
Kalligeros et al., 2020), diabetes (16.4% compared to 13.0%; CDC, 2020), and chronic
kidney disease (16% compared to 15%; Razzaghi, 2020).
• 63% of unvaccinated Black/African American people said in a July survey that they are
ready to get the vaccine now, 24% want to “wait and see,” and 14% will not get the
vaccine (Fors Marsh Group Monthly Outcome Survey, 2021h).
• As of August 11, 2021, according to CDC race/ethnicity information on people who have
received at least one dose of a COVID-19 vaccine in the United States, 9.7% are
Black/African Americans; of those who are fully vaccinated, 9.1% are Black/African
Americans (CDC, 2021f).
• Additional race/ethnicity data on people who have received at least one dose of a
COVID-19 vaccine in the United States show that in most states, Black/African
Americans have received smaller shares of vaccinations compared to their shares of
cases, deaths, and total population. For example, in the District of Columbia,
Black/African American people have received 43% of vaccinations while they make up
56% of cases, 71% of deaths, and 46% of the total population. However, the number of
states where the shares of vaccinations received by Black/African Americans are more
proportionate to their shares of the total population/shares of cases and deaths is
growing (Nambi et al., 2021).
Messaging Guidance: Hispanic/Latino Audiences
Insights
• Recognize that this population experiences hardships, mistrust of government, and fear
created by immigration status and concerns regarding access to vaccines and health
care (Fors Marsh Group Creative Testing Focus Groups, 2021).
• Reassure Hispanic/Latino communities that seeking care for COVID-19, testing, or
vaccines won’t threaten their immigration status (HCN, 2020).
• Encourage the community to share the facts about the vaccines and to share information
in Spanish within their circles (HCN, 2020).
• Individuals in Hispanic/Latino communities are likely to view COVID as a threat to their
personal health (Fors Marsh Group Current Events Tracker, 2021d).
• Hispanic/Latino individuals are more likely to identify logistical barriers, including
transportation, time off work, and cost as obstacles to getting vaccinated (Fors Marsh
Group Current Events Tracker, 2021d).
Messaging Guidance Brief—August 2021 10• Hispanic adults may be more likely to have concerns about the vaccine which are driven
by misinformation. Thirty percent of Spanish-speaking Hispanic adults are concerned
about getting COVID-19 from the vaccine compared to only 19% of English-speaking
Hispanic adults (Fors Marsh Group Monthly Outcome Survey, 2021h).
Key Messages
• Benefits: COVID-19 vaccines provide an opportunity to return to a more normal lifestyle.
Although fully vaccinated people can safely participate in many activities they
participated in before the pandemic, the CDC recommends that everyone, including
vaccinated individuals, wear a mask indoors in public if they are in an area of substantial
or high transmission.
• Effectiveness: Growing evidence suggests COVID-19 vaccines reduce your chances of
getting and spreading COVID-19. Currently, COVID-19 infections have been reported in
a very small percentage of fully vaccinated adults.
• Delta Variant: The vaccine protects against the Delta variant. Even though the Delta
variant is more contagious, vaccines prevent almost all cases of severe illness,
hospitalization, and death from COVID-19.
• COVID-19 Health Effects: FDA-authorized vaccines can protect you and your family
from COVID-19. The virus that causes COVID-19 can be dangerous and can have
serious, life-threatening effects on your health, no matter your age. The vaccine can
protect you without giving you the disease.
• Access: The COVID-19 vaccines are free regardless of health insurance or immigration
status.
Creative Sample Demonstrating Message for Audience
Title and Description Creative Asset
Glow Up - :15s
Spanglish video encouraging young adults
to get a COVID-19 vaccine so they can
have a "glow up" and live life normally
again.
Messaging Guidance Brief—August 2021 11Jack of All Trades (Spanish) - :30
Television advertisement encouraging
COVID-19 vaccination as one of the most
important "roles" that people have had to
play during the pandemic.
COVID-19 Impact Data
• Long-standing health and social inequities such as discrimination, occupation, poverty,
housing, and health care access have put many people in certain racial and ethnic
groups at greater risk of getting sick and dying from COVID-19. As of August 11, 2021,
Hispanic/Latino people are 1.9x more likely to get COVID-19, 2.8x more likely to be
hospitalized as a result, and 2.3x more likely to die from it than are non-Hispanic White
people (CDC, 2021).
• A recent study found that Hispanic/Latino people are more likely to become infected with
COVID-19 because they are more likely to be essential workers (Selden & Berdahl,
2020). For example, 80.6% of Hispanic/Latino workers are in essential jobs, compared
to 75.7% of non-Hispanic White workers.
• Hispanic/Latino people are less likely to telework because of the pandemic (18.3%) than
non-Hispanic White workers (24.4%; U.S. Census Bureau, 2021a).
•
Hispanic/Latino people are also more likely to have health conditions that put them at an
increased risk of severe illness if infected by COVID-19. Among risk factors for COVID-
19, Hispanic/Latino people are more likely than non-Hispanic White people to have
diabetes (14.7% vs. 11.9%; CDC, 2020).
• Although the Hispanic/Latino unemployment rate had almost doubled in February 2021
(8.5%) compared to the beginning of the COVID-19 pandemic in February 2020 (4.4%),
those rates have decreased significantly as of July 2021 (6.6%; U.S. Bureau of Labor
Statistics, 2021). However, the Hispanic/Latino unemployment rate is still higher than the
national rate of 5.4% (U.S. Bureau of Labor Statistics, 2021a).
• According to the Week 34 Household Pulse Survey, a higher proportion of
Hispanic/Latino adults had experienced a loss of household income in the previous 4
weeks than the country as a whole (26.3% vs. 16.7%; Census Bureau, 2021a).
• In a July survey, 71% of unvaccinated Hispanic/Latino respondents reported that they
are ready to get the vaccine now, 17% want to “wait and see,” and 12% will not get the
vaccine (Fors Marsh Group Monthly Outcome Survey, 2021h).
• As of August 11, 2021, according to CDC race/ethnicity information on people who have
received at least one dose of a COVID-19 vaccine in the United States, 16.7% are
Hispanic/Latino; of those who are fully vaccinated, 17.2% are Hispanic/Latino (CDC,
2021f).
Messaging Guidance Brief—August 2021 12Messaging Guidance: Asian American, Native Hawaiian, and
Pacific Islander (AANHPI) Audiences
Insights
• Recognize that this population experiences mistrust of government and hardships,
including ongoing incidents of racism, anti-Asian violence spurred by COVID-19
(especially toward elders), and lack of access to materials and/or health care in specific
languages (Fors Marsh Group Creative Testing Focus Groups, 2021).
• Testimonials from trusted messengers, particularly personal health care providers, are
key for this audience (Fors Marsh Group Creative Testing Focus Groups, 2021).
• Be clear and specific when explaining what people stand to gain by getting a COVID-19
vaccine: COVID-19 vaccines are nearly 100% effective in preventing hospitalization and
death from COVID-19 and are highly effective at preventing vaccinated individuals from
getting or spreading the disease (Fors Marsh Group Creative Testing Focus Groups,
2021).
• Recognize that ethnic media serve as trusted sources of information for this audience
and that news from overseas is widely reported in ethnic media. This reporting can
include misinformation about the safety and effectiveness of U.S.-based COVID-19
vaccines. Provide accurate facts about the vaccines to correct this misinformation (TDW,
2021).
• Language access is more likely to be a barrier for this audience because of the greater
number of languages within the population (Fors Marsh Group Creative Testing Focus
Groups, 2021).
Key Messages
• Benefits: Getting a COVID-19 vaccine is the best way to get back to restaurants,
weddings, concerts, sporting events, parties, travel, and safely spending time with family
and friends. Although Fully vaccinated people can safely participate in many activities
they participated in before the pandemic, CDC recommends that everyone, including
vaccinated individuals, wear a mask indoors in public if they are in an area of substantial
or high transmission.
• Protection from Variants: The more unvaccinated people there are, the greater the
chance COVID-19 has to spread and mutate into more contagious variants that cause
severe disease. COVID-19 vaccines are our best defense and have proven to be
effective against COVID variants currently circulating in the country.
• Delta Variant: The vaccine protects against the Delta variant. Even though the Delta
variant is more contagious, vaccines prevent almost all cases of severe illness,
hospitalization, and death from COVID-19.
Messaging Guidance Brief—August 2021 13• Safety: More than 195 million Americans have already received COVID-19 vaccines
with a very low occurrence of any serious side effects. All COVID-19 vaccines will
continue to be intensely monitored for safety.
• Comparing Effects: COVID-19 can lead to hospitalization, death, and long-term health
effects. The most common side effects of the vaccines are temporary and can include a
sore arm, fever, and fatigue—all signs your body is building protection.
Creative Sample Demonstrating Message for Audience
Title and Description Creative Asset
Ripple Effect (Chinese - Mandarin) - :30
Television advertisement with people
encouraging their friends and loved ones
to get vaccinated against COVID-19.
You're Up (Social) - Chinese Simplified
Social media advertisement in simplified
Chinese announcing COVID-19 vaccine
eligibility to everybody 12 and older.
Messaging Guidance Brief—August 2021 14COVID-19 Impact Data
• Long-standing health and social inequities—such as discrimination, occupation, poverty,
housing, and health care access—have put many people in certain racial and ethnic
groups at greater risk of getting sick and dying from COVID-19. The Asian American
population is diverse: They are largely first generation, many of them refugees. A lack of
data specific to these diverse populations may hide inequities caused by
socioeconomics, health, and access.
• Overall, as of August 11, AANHPI people are about as likely to get COVID-19, to be
hospitalized as a result, and to die from it as non-Hispanic White people (CDC, 2021).
• Findings suggest that millions of Asian Americans and Pacific Islanders have
experienced hate crimes and hate incidents since the start of the COVID-19 pandemic.
These rates are much higher than those of other groups in the United States (AAPI
Data, 2021).
• Long-term unemployment (out of work for more than 6 months) is highest among Asian
American workers (Bennett, 2021).
• Among health risk factors for COVID-19, Asian American people are more likely than the
U.S. general population to have diabetes (14.9%) and heart disease (14.6%; CDC,
2020).
• A July survey showed that unvaccinated AANHPI adults have the highest rate of vaccine
readiness at 92%. In general, 6% of unvaccinated, English-speaking AANHPI adults
want to “wait and see,” and 5% will not get a vaccine (Fors Marsh Group Monthly
Outcome Survey, 2021h).
• English-speaking AANHPI people reported lower levels of concern about vaccine side
effects (42% disagreed that they were worried about side effects) compared to the
general population (38%; Fors Marsh Group, Monthly Outcome Survey, 2021h).
• According to CDC race/ethnicity information on people who have received at least one
dose of a COVID-19 vaccine in the United States as of August 11, 6.0% are Asian, Non-
Hispanic; of those who are fully vaccinated, 6.2% are Asian, Non-Hispanic (CDC, 2021f).
• According to the Kaiser Family Foundation, the share of vaccinations among Asian
people were similar to or higher than cases, deaths, and total population. However, in a
few states, this number was lower. In Hawaii, 53% of vaccinations have been received
by Asian people, which is higher than their share of the total population (40%) but closer
to their share of cases and deaths (48%; Nambi et al., 2021).
Messaging Guidance Brief—August 2021 15Messaging Guidance: American Indian and Alaska Native
Audiences (AI/AN)
Insights
• Recognize and acknowledge that this population has hardships that affect their ability to
protect their health, mistrust of government, and skepticism of medical officials based on
historic abuses and neglect (Fors Marsh Group Creative Testing Focus Groups, 2021).
• Testimonials from trusted messengers, particularly tribal elders and leaders, are key for
this audience (Fors Marsh Group Creative Testing Focus Groups, 2021).
• Acknowledge the importance of preserving culture as a motivator for protecting the
community from COVID-19 (G&G, 2021).
• Empathize over the disproportionate impact of COVID-19 on this community that results
from living conditions, occupation, and access to health care (Fors Marsh Group
Creative Testing Focus Groups, 2021).
Key Messages
• Benefits: Getting a COVID-19 vaccine is the best way to get back to restaurants,
weddings, concerts, sporting events, parties, travel, and safely spending time with family
and friends.
• Benefits: Getting vaccinated against COVID-19 means you are protected and can start
doing the things you stopped doing because of the pandemic. Fully vaccinated people
can safely participate in many activities they participated in before the pandemic, but
CDC recommends that everyone, including vaccinated individuals, wear a mask indoors
in public if they are in an area of substantial or high transmission.
• Side Effects: While side effects of COVID-19 vaccines may occur, they are almost
never severe and disappear within a day or two. However, those with even mild
symptoms of COVID-19 are sick on average for about one to two weeks, with some
even taking months to recover.
• Access: The COVID-19 vaccines are free to all people living in the United States
regardless of health insurance. Additional investment in the Indian Health Service (IHS),
tribal health programs, and urban Indian health programs is accelerating progress in
administering COVID-19 vaccines.
Messaging Guidance Brief—August 2021 16Creative Sample Demonstrating Message for Audience:
Title and Description Creative Asset
Complete the Circle Ad
Social media ad featuring a drum circle
and encouraging American Indian and
Alaska Natives to find COVID-19 vaccines
near them.
Let's Get Back To Making History - :15
Video encouraging American Indian and
Alaska Native youth to get a COVID-19
vaccine to protect themselves and their
communities.
COVID-19 Impact Data
• Long-standing health and social inequities—such as discrimination, occupation, poverty,
housing, and health care access—have put many people in certain racial and ethnic
groups at greater risk of getting sick and dying from COVID-19. As of August 11, AI/AN
people are 1.7x more likely to get COVID-19, 3.4x more likely to be hospitalized as a
result, and 2.4x more likely to die from it than are non-Hispanic White people (CDC,
2021).
• In a July survey, 64% of AI/AN people reported they are ready to get the vaccine now,
12% want to “wait and see,” and 25% will not get the vaccine. AI/AN adults are less
vaccine ready than the general population (69%; Fors Marsh Group Monthly Outcome
Survey, 2021h).
• Access to medical care is generally more complicated for this community. Transportation
to clinics and the operating hours of those clinics present a significant barrier for those
living in remote areas. A 2017 study found that the majority of individuals in AI/AN
Messaging Guidance Brief—August 2021 17communities live in rural areas and small towns, making them less likely to have access
to public transportation and easy-to-access health care (First Nations, 2017).
• Compared to unvaccinated White individuals and unvaccinated individuals overall, larger
percentages of unvaccinated AI/AN individuals agreed that discrimination from medical
professionals makes them less likely to get vaccinated against COVID-19 (Shah et al.,
2021).
• AI/AN individuals who have not been vaccinated are hesitant due to historic medical and
government abuses toward AI/AN communities (Stack, 2021). AI/AN adults are less
likely to accept a COVID-19 vaccine from their health care provider (48%), compared to
the general population (58%); and 40% of AI/AN adults are worried that the side effects
of a COVID-19 vaccine could be worse than COVID-19 itself, compared to the general
population (52%; Fors Marsh Group, Monthly Outcome Survey, 2021h).
• Data available as of July show that AI/AN people are being vaccinated at a higher rate
compared to other racial/ethnic groups. Federal data show that 49.4% of AI/AN people
had received at least one dose of a COVID-19 vaccine, compared to 39% of Asian
people, 35.8% of White people, 36.5% of Hispanic people, and 29.3% of Black people
(CDC, 2021f).
Messaging Guidance: Adult Audiences 65+
Insights
• Encourage older Americans to seek advice from their health care providers, who are
highly trusted by this population, if they have doubts about COVID-19 vaccines (Fors
Marsh Group Creative Testing Focus Groups, 2020).
• Older individuals are more likely than younger people to view COVID-19 as a threat to
their personal health (Fors Marsh Group Current Events Tracker, 2021d).
• Transportation and technological barriers are more likely to be obstacles to vaccination
for this group (Fors Marsh Group Current Events Tracker, 2021d).
• Americans older than 65 have very high vaccination rates compared to Americans 18 to
64 (80.6% vs. 61.3%; CDC, 2021e).
Key Messages
• Benefits: Getting a COVID-19 vaccine is the best way to get back to restaurants,
weddings, parties, travel, and safely spending time with family and friends.
• Benefits: Fully vaccinated people can safely participate in many activities they
participated in before the pandemic, but CDC recommends that everyone, including
vaccinated individuals, wear a mask indoors in public if they are in an area of substantial
or high transmission.
• Access: COVID-19 vaccines are available at no cost to everyone living in the United
States regardless of immigration or health insurance status.
• Effective: As vaccination rates have gone up, COVID-19 cases, hospitalizations, and
deaths have gone down.
Messaging Guidance Brief—August 2021 18• Delta Variant: The vaccine protects against the Delta variant. Even though the Delta
variant is more contagious, vaccines prevent almost all cases of severe illness,
hospitalization, and death from COVID-19. (https://www.cdc.gov/coronavirus/2019-
ncov/variants/delta-variant.html)
Creative Sample Demonstrating Message for Audience:
Title and Description Creative Asset
Push Back
Social media ad encouraging others to
push back against COVID-19 and get
vaccinated.
It's Time
COVID pushed us all to the brink. This
television advertisement reminds us all that
vaccines can help us push back.
COVID-19 Impact Data
• In the United States, 43.4% of COVID-related hospitalizations (CDC, n.d.) and nearly
79.5% of deaths reported to CDC as of August 11 have been adults ages 65 and older.
Further, though adults older than 65 are the population most likely to be fully vaccinated,
they also comprise the majority of hospital admissions with confirmed COVID-19 at 50%
(CDC, 2021a; CDC, 2021g).
Messaging Guidance Brief—August 2021 19• In a July survey, 85% of unvaccinated people ages 65 and older said that they are ready
to get the vaccine, 7% want to “wait and see,” and 8% would not get a vaccine (Fors
Marsh Group Monthly Outcome Survey, 2021h).
• According to data from the Week 34 Household Pulse Survey, 88.7% of respondents 65
and older reported that they received all required doses of their COVID-19 vaccine,
compared to 77.5% of the U.S. general population. Of those who remain unvaccinated,
7.1% indicated that they definitely will get a vaccine (compared to 7.7% for U.S. general
pop.); 39.7% said that they either probably will, probably won’t, or are unsure about
getting a vaccine (compared to 50.5% for U.S. general pop.); and 51.4% indicated that
they definitely won’t (compared to 40.2% for U.S. general pop; U.S. Census Bureau,
2021a).
Messaging Guidance: Young Adult Audiences
Insights
• Younger audiences are more interested in looking forward than attempting to recapture
the past. Messages should provide a clear picture of exactly how getting vaccinated can
help to end the pandemic (Fors Marsh Group Creative Testing Focus Groups, 2020).
• Younger people are more likely to be in the “movable middle” than are older Americans
(Fors Marsh Group Current Events Tracker, 2021d).
• This population generally does not see COVID-19 as a threat to their personal health
(Fors Marsh Group Current Events Tracker, 2021d).
• Young people have been the most affected financially and have also felt the most stress
in the pandemic (Ad Council, 2020).
• This population is more likely to be fed up with COVID restrictions (Fors Marsh Group
Current Events Tracker, 2021d).
Key Messages
• Benefits: Fully vaccinated people can safely participate in many activities they
participated in before the pandemic, but because of the Delta variant, CDC recommends
that everyone, including vaccinated individuals, wear a mask indoors in public if they are
in an area of substantial or high transmission.
• Benefits: If you are not vaccinated, then you should continue to wear a mask until you
get vaccinated to protect yourself and other unvaccinated people.
• Benefits: Getting vaccinated gets us closer to normal—it’s the best way to defeat this
virus and get back to everyone gathering together at weddings, sports events, and
travel.
• COVID Health Risks: FDA-authorized vaccines can keep you safe from COVID-19 and
help keep you from spreading the disease to family and friends. The disease caused by
the COVID-19 virus can be dangerous and can have serious, life-threatening effects on
your health, no matter your age. The vaccine can protect you without giving you the
disease or exposing you to serious health risks.
Messaging Guidance Brief—August 2021 20• Delta Variant: The vaccine protects against the Delta variant. Even though the Delta
variant is more contagious, vaccines prevent almost all cases of severe illness,
hospitalization, and death from COVID-19. (https://www.cdc.gov/coronavirus/2019-
ncov/variants/delta-variant.html)
• Access: Everyone 12 and older is eligible for a COVID vaccine. Find a vaccine near you
at vaccines.gov. The COVID-19 vaccines are free to all people living in the United States
regardless of health insurance or immigration status.
Creative Sample Demonstrating Message for Audience:
Title and Description Creative Asset
Your Ticket - :15
Video encouraging young adults to get a
COVID-19 vaccine in order to protect
themselves and live life normally again.
Level Up - :15
Gaming-themed video encouraging young
adults to get a COVID-19 vaccine in order
to "level up" in real life.
Messaging Guidance Brief—August 2021 21Glow Up - :15s
Spanglish video encouraging young adults
to get a COVID-19 vaccine so they can
have a "glow up" and live life normally
again.
COVID-19 Impact Data
• As of August 11, among 18- to 29-year-olds in the United States, more than 6.4 million
known cases of COVID-19 have led to 2,888 deaths, with 22.6% of the COVID-19 cases
and 0.6% of the COVID-19 deaths in the United States (when age was reported) among
this age group (CDC, 2021a).
o In addition, more than one-quarter (26.6%) of 18- to 39-year-olds in a longitudinal
study showed persistent symptoms between 3 and 9 months after having
COVID-19. The most common symptoms were feeling tired and a loss of smell or
taste (Logue et al., 2021).
• In a July survey, 64% of unvaccinated respondents ages 18 to 24 said that they plan to
get a COVID-19 vaccine as soon as they can, 19% of respondents said they want to
“wait and see” to get the vaccine, and 17% of respondents said they will never get the
vaccine (Fors Marsh Group Monthly Outcome Survey, 2021h).
o This age group expresses widespread concern about vaccine side effects (47%),
as well as concern that the side effects of the COVID-19 vaccine could be worse
than COVID itself (31%).
• Gen Z adults (ages 18 to 24) tend to be less engaged in preventive health activities
overall and are less likely to have primary care doctors (VMLY&R, 2021).
• When asked about preventive behaviors for COVID-19, 60% of Young Adults reported
wearing a mask in the past week, compared to 48% in adults age 45-64 and 53% in
adults 65 and older (Fors Marsh Group Monthly Outcome Survey, 2021h).
• A recent study found that essential workers, most of whom are exposed to the public
because their jobs cannot be done from home, are at higher risk of being infected by
COVID-19 (Selden & Berdahl, 2020).
o A recent Brookings Institution study calculated that 38% of all essential workers
are ages 16 to 34, compared to 31% of non-essential workers (Shambaugh,
2020).
Messaging Guidance Brief—August 2021 22• 68.9% of Americans ages 18 to 39 reported having received all required doses of a
COVID-19 vaccine: 70.5% for those ages 18 to 24 and 68.4% for those ages 25 to 39
(U.S. Census Bureau, 2021a).
Messaging Guidance: Rural Audiences
Insights
• Do not dismiss or minimize concerns about vaccines. Acknowledge that it is normal for
people to have questions about the vaccines and encourage this audience to talk to their
doctor, pharmacist, or health care system to get answers to their questions. Point out
that the majority of doctors are choosing to be vaccinated themselves (Fors Marsh
Group Creative Testing Focus Groups, 2020; Miler, 2021).
• Provide fact-based information about vaccine safety and effectiveness. Offer more
information about the benefits of the vaccines instead of providing warnings or
describing consequences of COVID-19. Help this audience see that the vaccines offer
very real advantages to them and their families (Fors Marsh Group Creative Testing
Focus Groups, 2020; Poll, 2020).
• Emphasize the freedom that vaccination allows—from visiting elderly loved ones to
helping small businesses thrive (Fors Marsh Group Creative Testing Focus Groups,
2020; Poll, 2020).
• Use facts from credible sources and keep politics and emotional appeals out of the
discussion. For example, family togetherness is less likely to influence vaccination since
this population is less likely to have decreased family contact during the pandemic
(Kirzinger et al., 2021).
• Low-income adults and adults living in non-metro areas are least likely to indicate they
will get a vaccine. Additionally, compared to people who are ready to get vaccinated,
adults who want to “wait and see” are more likely to have an annual income of less than
$50K and are more likely to be from the South—a geographic area with higher likelihood
of rurality (Fors Marsh Group Current Events Tracker, 2021c; 2021d).
• More than 40% of rural residents say they think the news has “generally exaggerated”
the seriousness of COVID-19, compared to urban residents at 27% and suburban
residents at 33% (Kirzinger et al., 2021).
Key Messages
• Benefits: Getting vaccinated gets us closer to normal—it’s the best way to defeat this
virus and get back to everyone gathering together at weddings, sports events, and for
travel.
• Effective: As vaccination rates have gone up, COVID-19 cases, hospitalizations, and
deaths have gone down.
• Delta Variant: The vaccine protects against the Delta variant. Even though the Delta
variant is more contagious, vaccines prevent almost all cases of severe illness,
hospitalization, and death from COVID-19.
• Access: We have a large supply of COVID vaccines. Anyone 12 and older can get a
vaccine.
Messaging Guidance Brief—August 2021 23o Getting a COVID-19 vaccine is faster and more convenient than ever. COVID-19
vaccines are free of charge to all people living in the United States, regardless of
health insurance status.
o About nine out of 10 Americans live within 5 miles of a COVID-19 vaccination
site, including doctors’ offices and pharmacies.
o To find the site closest to you, visit vaccines.gov; text your ZIP code to 438829
(GETVAX); or call 1-800-232-0233.
• Benefits: Fully vaccinated people can safely participate in many activities they
participated in before the pandemic, but because of the Delta variant, CDC recommends
that everyone, including vaccinated individuals, wear a mask indoors in public if they are
in an area of substantial or high transmission.
• Choice: Although CDC recommends getting a vaccine as soon as you can, the federal
government cannot mandate COVID vaccines, and it is ultimately a personal choice.
Creative Sample Demonstrating Message for Audience:
Title and Description Creative Asset
We Can - :30
Television advertisement announcing
COVID-19 vaccine eligibility for everyone
12 and older.
Messaging Guidance Brief—August 2021 24Safety Monitoring is a Top Priority in
the COVID-19 Vaccination Effort
Animated video providing facts about the
rigorous safety monitoring of COVID-19
vaccines in the United States.
COVID-19 Impact Data
• As of August 11, rural, non-metropolitan counties have seen a cumulative COVID-19
death rate that is 14.9% higher than metropolitan counties (209 per 100,000 population
vs. 182 per 100,000 population; CDC, 2021b).
• Rural, non-metropolitan residents have a higher prevalence of underlying medical
conditions that may result in more serious cases of COVID-19 than residents of large
central metro regions (Razzaghi, 2020).
• Rural residents’ early self-reported vaccine uptake outpaced suburban and urban
residents; however, fewer unvaccinated rural residents say they are planning to get
vaccinated or considering getting vaccinated. Three in 10 rural residents say they will get
vaccinated as soon as possible or are waiting to see how the vaccine is working for
other people, compared to about half of urban and suburban residents. Three in 10 rural
residents say they will either “definitely not” get vaccinated or will only do so if required
(Kirzinger et al., 2021).
• About six in 10 rural residents (compared to less than half of urban and suburban
residents) say getting vaccinated against COVID-19 is a personal choice. Rural
residents are also less likely to say they are worried about themselves or their family
members getting sick from coronavirus or that they wear a mask most of the time when
they leave their house (Kirzinger et al., 2021).
• Americans in rural/farm communities have much less confidence in the safety of the
vaccine, with 39% reporting they feel the vaccine is “a little safe” or “not at all safe” vs.
38% reporting they feel the vaccine is “very safe” or “extremely safe” (Poll, 2020).
• When asked what they wanted most from a COVID-19 vaccine, more than half of rural
residents answered “safety” (54%); 39% of rural residents reported wanting a “return to
normal,” and 28% of rural residents want “freedom,” “health,” or “peace of mind” (Poll,
2020).
Messaging Guidance Brief—August 2021 25• Cultural influences can affect how receptive audiences are to vaccine messaging. For
example, tailoring messaging by emphasizing that vaccines protect others in low-
individualism locations and protect selves in high-individualism locations can soften
resistance to and increase acceptance of vaccines (Bian et al., 2021).
Messaging Guidance: Parents of Adolescents
Insights
• Do not dismiss or minimize concerns about vaccines. Acknowledge that it is normal for
people to have questions about the vaccines and encourage this audience to talk to their
doctor, pharmacist, or health care system to get answers to their questions. Point out
that the majority of doctors are choosing to be vaccinated themselves (Fors Marsh
Group Creative Testing Focus Groups, 2020; Miler, 2021).
• Offer more information about the benefits of the vaccines instead of providing warnings
or describing consequences of COVID-19. Help parents see that the vaccines offer very
real advantages to their families (Fors Marsh Group Creative Testing Focus Groups,
2020; Poll, 2020).
• Provide fact-based information backed up by data points and research about vaccine
safety and effectiveness so that parents know what it means for a vaccine to be safe and
effective. (Fors Marsh Group Creative Testing Focus Groups, 2021a).
• Mitigate concerns about potential long-term effects of the COVID-9 vaccines as parents
may not believe it has been long enough to know what the long-term effects are. (Fors
Marsh Group Creative Testing Focus Groups, 2021a).
• Acknowledge that parents are more focused on protecting their own children than the
community at large. (Fors Marsh Group Creative Testing Focus Groups, 2021a).
• Because parents want to protect their children, they may be reluctant to get their children
vaccinated based on the risk of even short term side effects from the COVID-19
vaccines. (Fors Marsh Group Creative Testing Focus Groups, 2021a).
• Do not push the vaccine on parents—discuss all options for protecting children from
COVID-19 and getting back to normal. (Fors Marsh Group Creative Testing Focus
Groups, 2021a).
Key Messages
• Benefits: Getting vaccinated gets us closer to normal—it’s the best way to defeat this
virus and get back to everyone gathering together at weddings, sports events, and for
travel. Although, fully vaccinated people can safely participate in many activities they
participated in before the pandemic, the CDC recommends that everyone, including
vaccinated individuals, wear a mask indoors in public if they are in an area of substantial
or high transmission.
• Effectiveness: Growing evidence suggests COVID-19 vaccines reduce your chances of
getting and spreading COVID-19. Currently, COVID-19 infections have been reported in
a small percentage of fully vaccinated adults.
Messaging Guidance Brief—August 2021 26• COVID-19 Health Effects: FDA-authorized vaccines can protect you and your family
from COVID-19. The virus that causes COVID-19 can be dangerous and can have
serious, life-threatening effects on your health, no matter your age. The vaccine can
protect you without giving you the disease.
• Delta Variant: The vaccine protects against the Delta variant. Even though the Delta
variant is more contagious, vaccines prevent almost all cases of severe illness,
hospitalization, and death from COVID-19.
Creative Sample Demonstrating Message for Audience:
Title and Description Creative Asset
Ask a Doctor: What are the Benefits of
Vaccinating Kids and Families Against
COVID-19?
Video with three doctors discussing the
importance of vaccinating whole families –
kids, parents, and grandparents – against
COVID-19.
With a COVID-19 vaccine, you can help
your student move forward this school
year.
Social media video aimed at parents of
high school students to courage COVID-19
vaccination for the school year.
Messaging Guidance Brief—August 2021 27Yes - :30
Television advertisement directed at parents
and adolescents, celebrating that everyone 12
and up can get vaccinated – and then say
“yes” to socializing.
COVID-19 Impact Data
• Since FDA granted EUA of the Pfizer COVID-19 vaccine for children 12 and older and
as of August 1, 34% of parents of children ages 12-15 report that their children are fully
vaccinated; 8% have had one shot. 44% of parents of children ages 16-17 report that
their children are fully vaccinated; 12% have had one shot (Fors Marsh Group Current
Events Tracker, 2021e).
• 6% of parents of children ages 16 to 17 report that their child(ren) have already had
COVID-19 (Fors Marsh Group Current Events Tracker, 2021e).
• Among parents of unvaccinated 12–17-year-olds, around one-fifth said they are
somewhat or very likely to get their children vaccinated (Fors Marsh Group Current
Events Tracker, 2021e).
• Roughly half of parents with a child between the ages of 2 and 17 years old are
concerned about their child getting COVID-19 (Fors Marsh Group Current Events
Tracker, 2021e).
• An August survey by the Kaiser Family Foundation (Hamel et al., 2021b) found the
following:
o 4 in 20 parents of children under 12 say that once a vaccine is authorized for
their child’s age group they will “wait a while to see how it is working” before
getting their child vaccinated.
o 4 in 10 parents of children ages 12-17 say their teen’s school provided
information about COVID-19 vaccines for children or encouraged parents to get
their children vaccinated.
Messaging Guidance Brief—August 2021 28References AAPI Data. (2021, March 30). Tip of the Iceberg: Estimates of AAPI Hate Incidents Far More Extensive Than Reported. http://aapidata.com/blog/tip-iceberg-march2021-survey/. Ad Council. (2020, April 15). Coping with COVID 19. http://covidresearch.adcouncilkit.org. Bennett, J. (2021, March 11). Long-term unemployment has risen sharply in U.S. amid the pandemic, especially among Asian Americans. Pew Research Center. https://www.pewresearch.org/fact-tank/2021/03/11/long-term-unemployment-has-risen-sharply- in-u-s-amid-the-pandemic-especially-among-asian-americans/. Bian, B., Li, J., Xu, T., Foutz, N. (2021, April 5). Individualism During Crises. SSRN Electronic Journal. http://dx.doi.org/10.2139/ssrn.3626841. Boodhoo, N. (2021, March 30). Poll: 1 out of 4 Asian Americans has experienced a hate incident. Axios. https://www.axios.com/poll-1-in-4-asian-americans-experience-hate-incident- bdabac42-bc34-428d-95a7-8a6043732733.html. CDC. (n.d.). COVID-NET: COVID-19-Associated Hospitalization Surveillance Network. Retrieved April 15, 2021, from https://gis.cdc.gov/grasp/COVIDNet/COVID19_5.html. CDC. (2020, June 24). Prevalence of Both Diagnosed and Undiagnosed Diabetes. Centers for Disease Control and Prevention. https://www.cdc.gov/diabetes/data/statistics-report/diagnosed- undiagnosed-diabetes.html. CDC. (2021, June 7). Cases, Data, and Surveillance: Risk for COVID-19 Infection, Hospitalization, and Death By Race/Ethnicity. Centers for Disease Control and Prevention. https://www.cdc.gov/coronavirus/2019-ncov/covid-data/investigations-discovery/hospitalization- death-by-race-ethnicity.html. CDC. (2021a, June 8). COVID Data Tracker: Demographic Trends of COVID-19 cases and deaths in the US reported to CDC. Centers for Disease Control and Prevention. https://covid.cdc.gov/covid-data-tracker. CDC. (2021b, March 28). COVID Data Tracker: Trends in COVID-19 Cases and Deaths in the United States, by County-level Population Factors. Centers for Disease Control and Prevention. https://covid.cdc.gov/covid-data-tracker. CDC. (2021c, April 6). Resources for Sharing Real-Time Vaccine Information. Centers for Disease Control and Prevention. https://www.cdc.gov/coronavirus/2019- ncov/vaccines/toolkits/health-departments/resources.html. CDC. (2021d, April 8). How to Talk about COVID-19 Vaccines with Friends and Family. Centers for Disease Control and Prevention. https://www.cdc.gov/coronavirus/2019-ncov/vaccines/talk- about-vaccines.html. CDC. (2021e, April 23). COVID-19 Vaccinations in the United States. Centers for Disease Control and Prevention. https://covid.cdc.gov/covid-data-tracker/#vaccinations. Messaging Guidance Brief—August 2021 29
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