8 Principles of Vaccine Communication
In the "Guide to Covid-19 Vaccine Communications, A Practitioner's Guide to the Principles of Covid-19 Vaccine Communications," Ann Christiano and Jack Barry from the Center for Public Interest Communications at the University of Florida share 8 Principles of COVID-19 Vaccine Communications. These eight short videos discuss each principle:
Principle 1: Work within worldviews, identities, and moral values.
[5 minutes, 7 seconds]
Principle 2: Use timing to your advantage.
[2 minutes, 29 seconds]
Principle 3: Use the right messengers.
[2 minutes, 44 seconds]
Principle 4: Make your content concrete, supply a narrative. and provide value.
[4 minutes, 50 seconds]
Principle 5: Recognize that communities have different relationships with vaccinations.
[2 minutes, 7 seconds]
Principle 6: Change social norms to help gain acceptance.
[2 minutes, 40 seconds]
Principle 7: Evoke the right emotions.
[1 minute, 52 seconds]
Principle 8: Our perceptions of the motivations of the messenger matter, as do our own motivations.
[1 minute, 58 seconds]
Created in partnership with Purpose and the United Nations Verified initiative, AHRQ is providing these videos to assist nursing homes in overcoming vaccine hesitancy with their staff, residents and family members.