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Communication tool
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Normalise it: show others supporting vaccination Normalise it: show others supporting vaccination What the research tells us Many people with hesitations also have intentions to vaccinate and go on to get vaccinated if the right conditions are in place. Normalising vaccinations as a behaviour and assuming intent to vaccinate (e.g., making vaccines very easy to get, providing reminders and recalls) is very effective at minimising the impact of hesitations on action(8). Social norms exert a powerful influence on our attitudes and actions. Seeing others, especially people with whom we believe we share values, recommend or take particular actions influences our own beliefs and actions(14). The thoughts, messages and actions of people we trust and with whom we share values influences vaccination acceptance and behaviours(34,35). The more we talk about hesitancy, the more we normalise it and end up telling vaccination opponents’ stories for them(9). Emphatic recommendations to get vaccinated from people we perceive as experts (including in the health community) influence vaccination decisions(9).
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The Workshop 2021
