Optimizing communication material to address vaccine hesitancy

Abstract

Vaccine hesitancy (the reluctance to accept recommended vaccines) is a complex issue that poses risk communication challenges for public health authorities and clinicians. Studies have shown that providing too much evidence on vaccine safety and efficacy to those who are vaccine-hesitant has done little to stem the growth of hesitancy-related beliefs and fears. The objective of this paper is to describe good practices in developing communication materials to address vaccine hesitancy. An inventory of vaccination communication materials in Canada was assessed according to the Council of Canadian Academies Expert Panel on Health Product Risk Communication Evaluation (2015). Many of the current communication products could be improved to better align with evidence-based risk communication best practices. Five best practices were identified. First, identify target audience and establish trust. Second, provide both the risks and benefits of vaccination, as most people are looking for balanced information. Third, give the facts before addressing the myths. Fourth, use visual aids. Fifth, test communication material prior to launch. Applying these best practices to current or future communication products will help vaccine providers (including physicians, nurse practitioners, pharmacists, public health professionals) to develop communication materials that are sensitive to the complex ways that people process and value information and thus more likely to optimize vaccine uptake in their communities.

Hesitation and Refusal Factors in Individuals' Decision-Making Processes Regarding a Coronavirus Disease 2019 Vaccination

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A mixed methods study of seasonal influenza vaccine hesitancy in adults with chronic respiratory conditions

“…Practical constraints were also important, with participants emphasising the importance of the information that is made available to them. Many wanted more detailed information that was tailored to their respiratory condition [16]. The survey findings also suggest that having a greater sense of collective responsibility is important, and intervention efforts could aim to foster this by explaining that being vaccinated can protect others.…”

A public health timeline to prepare for COVID-19 vaccines in Canada

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