Encouraging COVID-19 Vaccine Uptake through Effective Health Communication

Context: Overcoming the COVID-19 pandemic will require millions of Americans to vaccinate against the virus. Unfortunately, previous research suggests that many Americans plan to refuse a vaccine; thereby jeopardizing collective immunity. We investigate the effectiveness of three different health communication frames hypothesized to increase vaccine intention; emphasizing either (1) personal health risks, (2) economic costs, or (3) collective public health consequences of not vaccinating. Methods: In a large (N = 7,064) and demographically representative survey experiment, we randomly assigned respondents to read pro-vaccine communication materials featuring one of the frames listed above. We also randomly varied the message source (ordinary people vs. medical experts) and availability of information designed the “pre-bunk” concerns about expedited clinical trial safety. Findings: We find that messages emphasizing the personal health risks and collective health consequences of not vaccinating significantly increase Americans’ intentions to vaccinate. These effects are similar in magnitude irrespective of message source, and the inclusion of pre-bunking information. Surprisingly, economic cost frames have no discernible effect on vaccine intention. Conclusions: Health communicators hoping to encourage vaccination may be effective by appealing to the use personal and collective health risks of not vaccinating.