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Communication tool
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Motivate it: relate getting vaccinated to people’s deeply held values
What the research tells us Research on values that motivate other positive COVID-19 behaviours (getting tested and being traced) highlighted the importance of messages led by values of collective responsibility, personal agency and love and care for people you love, respect or know (“Do your part”, “Do it for them”). These messages were more convincing to people than messages focused on ease, effectiveness or problems(15). Guides and studies on vaccination hesitancy, including COVID-19, recommend motivating people using other collective intrinsic values including empowerment, responsibility and freedom (See Insight: Using ideas of freedom)(2,3,16–19). Some personal benefit messages have been found to have effect in some groups but are also likely to undermine wider efforts to build people’s understanding of the public health benefits of all vaccinations (6,20). Leading communications with personal security values, i.e risk of not vaccinating, is not recommended(7,21–23).
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The Workshop 2021
