Theoretical Considerations for Communication Campaigns to Address Vaccine Hesitancy

2021 ◽  
pp. 152483992110504
Author(s):  
Melissa J. Kenzig ◽  
Nadine S. Mumford

Vaccine hesitancy, declared one of the top-10 public health threats in 2019, has become a high priority for public health professionals. Health communication campaigns have the potential to be an effective component of health behavior interventions, including those to promote vaccination. There is limited research examining the effects of theory-based health communications campaigns focused on vaccine hesitancy. Communication campaigns that use stage-matched theoretical constructs as the basis for messages are more likely to be successful in encouraging vaccine uptake by organizing behavioral intent to vaccinate along each stage and identifying which theoretical constructs are most relevant to where individuals are in the behavior change process. This article focuses on the underlying factors affecting adult decisions to get vaccinated and proposes a model through which to segment populations and determine appropriate theory-based communication campaigns to address vaccine hesitancy.

2021 ◽  
Author(s):  
John Zizzo

The Covid-19 pandemic has propelled public health officials into the socio-political sphere due to the need for constantly updated information on behalf of the public. However, many individuals choose to acquire health information/guidance from indirect sources, including social media, news organizations, and general word of mouth. As a result, myths and false narratives about various essential health topics, including vaccine characteristics and protective measures, can circulate un-verified between millions of individuals with little recourse. These can further widen the “gap” between public knowledge and current research, resulting in lower vaccine uptake (vaccine hesitancy) and protective measure adherence. Such actions have profound implications as nations attempt to achieve herd immunity and end the pandemic once and for all. Thus, it is vital that public health officials, health providers, researchers, and the general public be able to differentiate common Covid-19 myths from facts and be prepared to approach such interactions via sound reasoning and research-based evidence. This chapter will serve as a guide to accomplish just that.


2021 ◽  
Author(s):  
Madhura S Rane ◽  
Shivani Kochhar ◽  
Emily Poehlein ◽  
William You ◽  
McKaylee Robertson ◽  
...  

Background Vaccine hesitancy in the U.S. may limit the potential to alleviate the public health threat caused by the COVID-19 pandemic. Methods We estimated trends in and correlates of vaccine hesitancy, and its association with subsequent vaccine uptake among 5,085 United States adults from the CHASING COVID Cohort study, a national longitudinal study. Trends in willingness to vaccinate were examined longitudinally in three rounds of interviews from September to December 2020. We assessed correlates of willingness to vaccinate in December 2020. We also estimated the association between willingness to vaccinate in December 2020 and subsequent vaccine uptake in February 2021. Results Vaccine hesitancy and resistance decreased from 51% and 8% in September 2020 to 35% and 5% in December 2020, respectively. Compared to Non-Hispanic (NH) White participants, NH Black and Hispanic participants had higher adjusted odds ratios (aOR) for both vaccine hesitancy (aOR: 3.3 [95% CI: 2.6, 4.2] for NH Black and 1.8 [95% CI: 1.5, 2.2] for Hispanic) and vaccine resistance (aOR: 6.4 [95% CI: 4.3, 9.4] for NH Black and 1.9 [95% CI: 1.3, 2.7] for Hispanic). Willingness to vaccinate was associated with lower odds of vaccine uptake among 65+ year olds (aOR: 0.4, 95% CI: 0.3, 0.6 for hesitancy; aOR: 0.1, 95% CI: 0.01, 0.6 for resistance) and healthcare workers (aOR: 0.2, 95% CI: 0.1, 0.3 for hesitancy; aOR: 0.04, 95% CI: 0.006, 0.2 for resistance). Conclusions Awareness and distribution efforts should focus on vaccine hesitant vulnerable populations.


2021 ◽  
pp. 140349482110141
Author(s):  
Meesha Iqbal ◽  
Aysha Zahidie

Exploring the behavior change process has been of interest and importance to public health professionals, to translate research into practice. Diffusion of innovations (DOI) model has been extensively applied in public health to examine the process by which innovation is passively communicated to individuals and groups. It builds on a staged model of awareness, persuasion, decision, implementation, and confirmation; and categorizes communities into innovators (2.5%), early adopters (13.5%), early majority (34%), late majority (34%) and laggards (16%). It reflects on the diversity of strategies to be applied for different cadres of the society to bring about a wholistic change. Nonetheless, DOI suffers from ‘pro-innovation’ and ‘individual blame’ bias, as it fails to account for the influence of societal, cultural, and extraneous factors affecting individual behavior change. The social networks theory (SNT) in contrast, explains behavior change based on social networks and their influences. It builds on the constructs of homophily, centralization, reciprocity, transitivity, and density; and fills the void in the DOI model. We suggest public health professionals to combine the constructs of DOI and SNT in rolling out behavior change interventions, to yield a comprehensive approach.


2021 ◽  
Author(s):  
Latrice Landry ◽  
LaTasha Lee ◽  
William Meyer ◽  
Gary Puckrein ◽  
Nishanth Chalasani ◽  
...  

Abstract Importance: Racial and ethnic minority populations have been disproportionately affected in terms of hospitalizations and deaths during the COVID-19 pandemic. Vaccine uptake remains a barrier to full population inoculation against this highly infectious disease. Objective: The purpose of this report is to describe SARS-CoV-2 vaccine interest rates in a racially, geographically, and ethnically diverse study cohort and characterize vaccine interest across a racially, ethnically, and geographically diverse study population. Design: This report describes responses to a survey administered between November 2020 and May 2021 using a community convenience sample through a partnership between the National Minority Quality Forum (NMQF) and Federally Qualified Health Centers (FQHCs) as part of the Minority and Rural Coronavirus Insights Study (MRCIS). Analysis of survey responses from 3,624 participants are provided. Results: Early data from the MRCIS cohort suggest that [SARS-CoV-2 vaccine hesitancy] is more prevalent in Black versus Non-Hispanic Whites survey respondents, and the Hispanic community has positive interest in the vaccine, to a similar degree as Whites. The persistent presence of [vaccine undecided] across different sites and racial/ethnic groups uncovers the need for more public health efforts to influence positive views about vaccination. Conclusion: These findings highlights the urgent need for interventional educational campaigns targeted at populations at risk of low vaccine interest. Focused efforts are needed to combat misinformation and explain vaccine safety and effectiveness to promote its uptake and avoid low inoculation rates. Public health communication must consider differences in population groups, regions, and social determinants of health to fully address vaccine uptake disparities and overcome alleged hesitancy. Key Points -Willingness to receive the SARS CoV-2 varies among minority populations. -[SARS-CoV-2 vaccine hesitancy] is more prevalent in the non-Hispanic Black population than the non-Hispanic White and Hispanic populations. -Public health infrastructure is needed in underserved communities for efficient assessment and targeted communication of public health priorities such as the SARS CoV-2 vaccination.


2021 ◽  
Author(s):  
Patience Kerubo Kiyuka ◽  
Rodgers Onsomu Moindi ◽  
Nickson Murunga ◽  
Naomi Muinga ◽  
Meshack Nzesei Mutua ◽  
...  

AbstractVaccination is one of the most effective public health interventions today. However, there is a growing number of people who perceive vaccines as unsafe and unnecessary. Waning vaccine confidence threatens global immunization programmes, contributing to decreased immunization rates and outbreaks of vaccine-preventable diseases. We used a mixed-method approach surveying men and women of reproductive age and Focus Group Discussions with expectant mothers to understand maternal vaccine hesitancy within a rural setting of Kilifi County, Kenya. Of the 104 people surveyed, 70% of the participants were aware of the vaccine that expectant women receive and 26% stating that they know people in their community who have refused or were hesitant to take maternal vaccination. Reasons given for refusals include religion and rumors that have spread in the community that the tetanus toxoid vaccine was a family planning method. Stockout of the vaccine was identified as one of the healthcare factors affecting vaccine uptake. The majority of the respondents (84%) reported that they mainly trust a healthcare worker for vaccination information. Approximately 53% and 23% reported that they strongly agree or agreed, respectively, that vaccines for expectant women should be made compulsory. The availability of safe and effective maternal vaccines will only be beneficial if mothers choose to use them. Dissemination of accurate information and continuous engagement with the community members can build trust and confidence in vaccines.


2021 ◽  
Author(s):  
Latrice Landry ◽  
LaTasha Lee ◽  
Nishanth Chalasani ◽  
Liou Xu ◽  
Taylor Stair ◽  
...  

UNSTRUCTURED The purpose of this report is to describe SARS-CoV-2 vaccine interest rates in a racially, geographically, and ethnically diverse study cohort and characterize vaccine interest across a racially, ethnically, and geographically diverse study population. Design: This report describes responses to a survey administered between November 2020 and May 2021 using a community convenience sample through a partnership between the National Minority Quality Forum (NMQF) and Federally Qualified Health Centers (FQHCs) as part of the Minority and Rural Coronavirus Insights Study (MRCIS). Analysis of survey responses from 3,624 participants are provided. Early data from the MRCIS cohort suggest that [SARS-CoV-2 vaccine hesitancy] is more prevalent in Black versus Non-Hispanic Whites survey respondents, and the Hispanic community has positive interest in the vaccine, to a similar degree as Whites. The persistent presence of [vaccine undecided] across different sites and racial/ethnic groups uncovers the need for more public health efforts to influence positive views about vaccination. These findings highlights the urgent need for interventional educational campaigns targeted at populations at risk of low vaccine interest. Focused efforts are needed to combat misinformation and explain vaccine safety and effectiveness to promote its uptake and avoid low inoculation rates. Public health communication must consider differences in population groups, regions, and social determinants of health to fully address vaccine uptake disparities and overcome alleged hesitancy. Key Points -Willingness to receive the SARS CoV-2 varies among minority populations. -[SARS-CoV-2 vaccine hesitancy] is more prevalent in the non-Hispanic Black population than the non-Hispanic White and Hispanic populations. -Public health infrastructure is needed in underserved communities for efficient assessment and targeted communication of public health priorities such as the SARS CoV-2 vaccination.


Author(s):  
Eve Dubé ◽  
Noni E. MacDonald

Vaccination is one of the greatest public health successes. With sanitation and clean water, vaccines are estimated to have saved more lives over the past 100 years than any other health intervention. Vaccination not only protects the individual, but also, in many instances, provides community protection against vaccine-preventable diseases through herd immunity. To reduce the risk of vaccine-preventable diseases, vaccination programs rely upon reaching and sustaining high coverage rates, but paradoxically, because of the success of vaccination, new generations are often unaware of the risks of these serious diseases and their concerns now concentrate on the perceived risk of individual vaccines. Over the past decades, several vaccine controversies have occurred worldwide, generating concerns about vaccine adverse effects and eroding trust in health authorities, experts, and science. Gaps in vaccination coverage can, in part, be attributed to vaccine hesitancy and not just to “supply side issues” such as access to vaccination services and affordability. The concept of vaccine hesitancy is now commonly used in the discourse around vaccine acceptance. The World Health Organization defines vaccine hesitancy as “lack of acceptance of vaccines despite availability of vaccination services. Vaccine hesitancy is complex and context specific, varying across time, place and vaccines.” A vaccine-hesitant person can delay, be reluctant but still accept, or refuse one, some, or all vaccines. Technical, psychological, sociocultural, political, and economic factors can contribute to vaccine hesitancy. At the individual level, recent reviews have focused on factors associated with vaccination acceptance or refusal, identifying determinants such as fear of side effects, perceptions around health and prevention of disease and a preference for “natural” health, low perception of the efficacy and usefulness of vaccines, negative past experiences with vaccination services, and lack of awareness or knowledge about vaccination. Very few interventions have been shown to be effective in reducing vaccine hesitancy. Most of the studies have only focused on metrics of vaccine uptake and refusal to evaluate interventions aimed at enhancing vaccine acceptance, which makes it difficult to assess their potential effectiveness to address vaccine hesitancy. In addition, despite the complex nature of vaccination decision-making, the majority of public health interventions to promote vaccination are designed with the assumption that vaccine hesitancy is due to lack or inadequate knowledge about vaccines (the “knowledge-deficit” or “knowledge gap” approach). A key predictor of acceptance of a vaccine by a vaccine-hesitant person remains the recommendation for vaccination by a trusted healthcare provider. When providers communicate effectively about the value and need for vaccinations and vaccine safety, people are more confident in their decisions. However, to do this well, healthcare providers must be confident themselves about the safety, effectiveness, and importance of vaccination, and recent research has shown that a proportion of healthcare providers are vaccine-hesitant in their professional and personal lives. Effective strategies to address vaccine hesitancy among these hesitant providers have yet to be identified. A better understanding of the dynamics of the underlying determinants of vaccine hesitancy is critical for effective tailored interventions to be designed for both the public and healthcare providers.


2021 ◽  
Vol 8 (1) ◽  
pp. 205395172110235
Author(s):  
Paola Pascual-Ferrá ◽  
Neil Alperstein ◽  
Daniel J Barnett ◽  
Rajiv N Rimal

Medical and public health professionals recommend wearing face masks to combat the spread of the coronavirus disease of 2019 (COVID-19). While the majority of people in the United States support wearing face masks as an effective tool to combat COVID-19, a smaller percentage declared the recommendation by public health agencies as a government imposition and an infringement on personal liberty. Social media play a significant role in amplifying public health issues, whereby a minority against the imposition can speak loudly, perhaps using tactics of verbal aggression taking the form of toxic language. We investigated the role that toxicity plays in the online discourse around wearing face masks. Overall, we found tweets including anti-mask hashtags were significantly more likely to use toxic language, while tweets with pro-mask hashtags were somewhat less toxic with the exception of #WearADamnMask. We conclude that the tensions between these two positions raise doubt and uncertainty around the issue, which make it difficult for health communicators to break through the clutter in order to combat the infodemic. Public health agencies and other governmental institutions should monitor toxicity trends on social media in order to better ascertain prevailing sentiment toward their recommendations and then apply these data-driven insights to refine and adapt their risk communication messaging toward mask wearing, vaccine uptake, and other interventions.


Vaccines ◽  
2021 ◽  
Vol 9 (6) ◽  
pp. 682
Author(s):  
Nicolas Vignier ◽  
Kepha Brureau ◽  
Sybille Granier ◽  
Jacques Breton ◽  
Céline Michaud ◽  
...  

Background: In the context of the global COVID-19 pandemic and the expansion of the more transmissible 20J/501Y.V3 (Gamma) variant of concern (VOC), mRNA vaccines have been made available in French Guiana, an overseas French territory in South America, from mid-January 2021. This study aimed to estimate the willingness to be vaccinated and the socio-demographic and motivational correlates among Health Care Workers (HCWs) in French Guiana. Methods: A cross-sectional survey was conducted from January 22 to March 26, 2021 among a sample of HCWs in French Guiana. They were asked about their willingness to get vaccinated against COVID-19 and vaccine hesitancy, vaccine uptake and vaccines attitudes. Factors associated with willingness to get vaccinated have been analyzed with ordinal logistic regression, using Stata software. Results: A total of 579 HCWs were interviewed, including 220 physicians and 200 nurses most often working in hospital (54%) or in the liberal sector (22%). Overall, 65.6% of respondents reported that they were willing or had already been vaccinated against COVID-19, while 24.3% of respondents reported that they did not want to get vaccinated against COVID-19 and 11.2% were unsure. HCWs were more willing to get vaccine if they were older, were worried about COVID-19 and were confident in the management of epidemic. Conversely, participants were less likely to have been vaccinated or willing to if they were nurses or of another non-medical profession, born in French Guiana, feared adverse effects, or if they did not trust pharmaceutical companies and management of the epidemic by authorities. Conclusion: Negative attitudes towards vaccines are a major public health concern among HCWs in French Guiana when considering the current active epidemic with Gamma VOC. General vaccine hesitancy and concerns about future side effects in particular represent important barriers. Low confidence in government and science are significant in COVID-19 vaccine refusal among non-medical staffs. Public health messaging with information on vaccine safety should be tailored to address these concerns. The specific challenges of HCWs from French Guiana must be taken into account.


Vaccines ◽  
2021 ◽  
Vol 9 (4) ◽  
pp. 319
Author(s):  
William Douglas Evans ◽  
Jeff French

The COVID-19 pandemic has led to millions of deaths and tested the capabilities of the medical and public health systems worldwide. Over the next two years as more approved vaccines are made available and supply meets or exceeds demand, medical and public health professionals will increasingly be faced with the challenge of vaccine hesitancy. There is an urgent need to create demand in groups that are either uninformed, vaccine hesitant, or actively resistant to COVID-19 vaccination. This study reviews theory, evidence, and practice recommendations to develop a vaccine demand creation strategy that has wide applicability. Specifically, we focus on key elements including supply side confidence, vaccine brand promotion strategy, service marketing as it relates to vaccine distribution, and competition strategy. We present evidence that these strategies can make a significant contribution to overcoming COVID-19 hesitancy in a high supply scenario. The paper also makes recommendations about factors that need to be considered in relation to vaccine delivery services and systems that, if done badly, may reduce uptake or result in the creation of more vaccine hesitancy. In summary, there is a need for well researched and tested demand creation strategies that integrate with brand strategy, supply side, and service delivery.


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