2
Communication tool
#
Co-develop it: it’s about building trust
What the research tells us People’s trust in vaccination providers, including those communicating the benefits, is earned. The credibility of vaccination information is highly dependent on a person’s or group’s experience with institutional experts and the political, social and cultural context they experience (see Insight: Trust is earned). People’s trusted experts come from, represent and can speak to their own community’s experiences and concerns. In general, compared to vaccination denial communications, pro-vaccination communications take a one-size-fits-all approach rather than using narratives that are tailored to the needs and expectations of different groups and audiences, which vaccination denial communications do(6). Grassroots vaccination campaigns are more effective at increasing vaccination rates than universal mainstream campaigns not specific to COVID-19(11,12). Co-development of vaccination programmes means working with communities, sharing information and handing over resources and leadership of programmes to community groups. Proper co-development of vaccination campaigns and communications makes it more likely that trusted local leaders and experts will deliver messages. When they do, they reach pockets of people who are undervaccinated(6,11,13).
16
The Workshop 2021
