Background. Vaccine hesitancy poses one of the biggest threats to global health. Informing people about the collective benefit of vaccination due to community immunity has great potential in increasing vaccination intentions. Novel communication formats are needed to increase people’s interest in and engagement with such information, boosting the intervention’s effectiveness. This research investigates the potential for virtual reality (VR) to strengthen participants’ understanding of community immunity, and therefore, their intention to get vaccinated.Methods and Findings. In this pre-registered lab-in-the-field intervention study, participants (n= 222) were recruited in a public park. They either experienced the collective benefit of community immunity in a gamified immersive virtual reality environment (2/3 of sample), or received the same information via text and images (1/3 of sample). Before and after the intervention, participants indicated their intention to take up a hypothetical vaccine for a new COVID-19 strain (0–100 scale) and belief in vaccination as a collective responsibility (1–7 scale). After the VR treatment, for participants with imperfect vaccination intention, intention increases by 9.3 points (95% CI:7.0 to 11.5, p <0.001). The text-and-image treatment increases vaccination intention by 3.3 points (difference in effects: 5.8, 95% CI: 2.0 to 9.5, p= 0.003). The VR treatment also increases collective responsibility by 0.82 points (95% CI: 0.37 to 1.27, p <0.001). A key limitation of the study is that it measures vaccination attitudes, but not behavior.Conclusions. VR is an effective tool for increasing vaccination intention, more so than text and images, by eliciting collective responsibility. The results suggest that VR interventions can be applied “in the wild” and may thus provide a complementary method for vaccine advocacy