LetsTalkShots: personalized vaccine risk communication

Abstract

IntroductionVaccine hesitancy is a global health threat undermining control of many vaccine-preventable diseases. Patient-level education has largely been ineffective in reducing vaccine concerns and increasing vaccine uptake. We built and evaluated a personalized vaccine risk communication website called LetsTalkShots in English, Spanish and French (Canadian) for vaccines across the lifespan. LetsTalkShots tailors lived experiences, credible sources and informational animations to disseminate the right message from the right messenger to the right person, applying a broad range of behavioral theories.MethodsWe used mixed-methods research to test our animation and some aspects of credible sources and personal narratives. We conducted 67 discussion groups (n = 325 persons), stratified by race/ethnicity (African American, Hispanic, and White people) and population (e.g., parents, pregnant women, adolescents, younger adults, and older adults). Using a large Ipsos survey among English-speaking respondents (n = 2,272), we tested animations aligned with vaccine concerns and specific to population (e.g., parents of children, parents of adolescents, younger adults, older adults).ResultsDiscussion groups provided robust feedback specific to each animation as well as areas for improvements across animations. Most respondents indicated that the information presented was interesting (85.5%), clear (96.0%), helpful (87.0%), and trustworthy (82.2%).DiscussionTailored vaccine risk communication can assist decision makers as they consider vaccination for themselves, their families, and their communities. LetsTalkShots presents a model for personalized communication in other areas of medicine and public health.

Evaluation of online videos to engage viewers and support decision-making for COVID-19 vaccination: how narratives and race/ethnicity enhance viewer experiences

“…Despite fewer clear benefits in the likelihood of videos receiving positive evaluations, personal story videos had a consistently improved effect on the likelihood that viewers thought their respective videos would influence others to get vaccinated. Emotional engagement—an important part of communication strategies developed to engage the public for fostering vaccine confidence—has been a central part of health behavior change research and practice ( 23 , 29 , 30 ). Emotional engagement and transparent communication likely serve as important tools for messaging and vaccination program administration, particularly during periods of heightened collective and diverse emotions among the public such as the COVID-19 pandemic ( 30 ).…”

“…Formative research for our study was conducted using analyses of RIWI RDIT-derived data from two other national-level rapid response surveys designed to ascertain the public's COVID-19 vaccination attitudes and beliefs ( 21 , 22 ), rapid formative ethnography to elicit insights from sub-populations on the root causes and other related influencing factors of reluctance (and the intention) to receive a SARS-CoV-2 vaccine, and continuous message development and testing. Based on a similar process described elsewhere ( 23 ), we collaborated with a scriptwriter to develop evidence-driven video content grounded in the insights gained for each sub-population during our formative phase. We developed 11 animated vaccine informational videos that were refined through an iterative process between the scriptwriter and scientists to ensure content appropriateness, messaging true to current scientific knowledge, and application of defined behavioral theories ( 23 ).…”

“…Based on a similar process described elsewhere ( 23 ), we collaborated with a scriptwriter to develop evidence-driven video content grounded in the insights gained for each sub-population during our formative phase. We developed 11 animated vaccine informational videos that were refined through an iterative process between the scriptwriter and scientists to ensure content appropriateness, messaging true to current scientific knowledge, and application of defined behavioral theories ( 23 ).…”

“…Our study was conducted as a part of the CDC-funded COVID-19 Vaccines Information Equity and Demand Creation (COVIED) program ( 20 – 22 ), a body of work designed to increase COVID-19 vaccination through the use of evidence-based, context-specific/tailored messaging. Based on our previous study on tailored vaccine education using racial/ethnic and gender diverse clinicians as credible sources and animation as a vehicle for conveying vaccine information ( 23 ), we conducted an internet-based, quasi-experimental study to evaluate the performance of 11 animated informational vaccine animation videos to address common vaccine attitudes and beliefs. We aimed to (1) evaluate the effect of using peer/personal narrative introductions ( 24 ) and (2) examine the role of race/ethnic congruence between the survey participant and a credible source ( 25 ) on the viewer engagement and their subsequent evaluation of the animated vaccine video intervention, randomizing on both video characteristics.…”

Personalized Feedback about Immunity Corrects Risk Misestimation and Motivates Vaccination

“…For instance, LetsTalkShots is a website that promotes COVID-19 vaccines by providing informational videos that are tailored to reflect users' own concerns, race, and location. Data from discussion groups indicated that this personalized approach was particularly effective for older adults 41 . These findings align with predictions from socioemotional selectivity theory, which posits that older adults prioritize self-relevant and socially-relevant information to maintain and promote emotional well-being [42][43][44] .…”