Achieving Herd Immunity with the Covid-19 Vaccine in the Era of Distrust
Resistance Refusal Conversion Communications
Reaching herd immunity will require up to 85% of the general population to get vaccinated. Yet half of the general population exhibits some form of distrust in the medicine, people who make it, administer it, and tell us about it. It is the largest reason for resistance to the Covid-19 vaccine. Achieving herd immunity will require convincing the skeptics, late adopters, and other resistant groups to overcome their positions. This white paper is designed to give public health officials and Marcom team members an approach and strategy to combating the resistance through effective communications.
Resistance Refusal Conversion Communications
Resistance and refusal are driven by political entanglements, cultural implications, disinformation (conspiracy theories, fake news, alternative facts), religious objections, general apathy. Even more, people fall into the “wait and see” crowd which slows the progress of reaching critical mass and later, herd immunity.
Motivating behavioral change in the public health space requires convincing of highly skeptical people through the use of conversion communications. Utilizing communications to establish relationships with the general public that destigmatize belief in fake news, refutes specific messages being spread, establishes trust through, and touches each person at least 5 times. Communicators can use behavioral journalism, psychological inoculation, and general trust-building.
Communications Campaigns
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