Vaccine Confidence Message Brief

In order to get Americans vaccinated quickly, we need to understand the motivations and hesitations behind getting vaccinated.

We are launching the Vaccine Confidence Message Brief to explore what motivates high-priority audiences to get the Covid-19 vaccine. We conducted both a national message testing study and focus groups among people expressing concerns about getting the vaccine—including healthcare workers and K-12 teachers. The brief includes high-level audience insights and message recommendations, aimed at motivating audiences to take action. Additionally, it offers tailored communications to reach communities of color.

This brief will be updated with additional research and insights as we learn more about what public health practitioners need to motivate audiences and what barriers stand in the way.

We won’t get everyone vaccinated overnight, but we need to make sure we reach all audiences so we can end the pandemic equitably and quickly.

Source: Vaccine Confidence Message Brief