Persuading the "Movable Middle”: Characteristics of Effective Messages to Promote Routine and COVID-19 Vaccinations for Adults and Children – The Impact of COVID-19 on Beliefs and Attitudes

ABSTRACT

Purpose We sought to 1) explore trusted sources for vaccine information, 2) describe persuasive characteristics of trusted messages promoting routine and COVID-19 vaccines for children and adults and 3) explore how the pandemic has impacted attitudes and beliefs about routine vaccinations. We conducted a mixed method cross-sectional study between May 3-June 14, 2021 including a survey and six focus groups among a sub-set of survey respondents. A total of 1,553 survey respondents (from which n=33 participated in the focus groups) including adults without children under age nineteen years (n=582) and parents with children under age nineteen years (n=971). Results Primary care providers, family, and credible sources, characterized as known and well-established entities, were top sources of vaccine information. Neutrality, honesty, and having a trusted source to rely on in sorting through volumes of sometimes conflicting information were highly valued. Trustworthy qualities about sources included 1) expertise, 2) fact-based, 3) unbiased, and 4) having an established process for sharing information. Because of the evolving nature of the pandemic, attitudes and beliefs about COVID-19 vaccine and sources of COVID-19 information differed from typical views about routine vaccines. Of 1,327 (85.4%) survey respondents, 12.7% and 9.4% of adults and parents cited that the pandemic impacted their attitudes and beliefs. Among these respondents, 8% of adults and 3% of parents cited more favorable attitudes and beliefs about getting vaccinated with routine vaccines because of the pandemic. Conclusion Vaccine attitudes and beliefs which inform intent to vaccinate can change and differ among different vaccines. Messaging should be tailored to resonate with parents and adults to improve vaccine uptake.