Table 1.

Risk Messaging to increase vaccine uptake

	Very Likely	Somewhat Likely	Not Very Likely	Not At All Likely	N=
a. Messages should emphasize scientific evidence showing that vaccines have a strong record of safety and effectiveness at reducing serious childhood illnesses.	469 (47.0%)	411 (41.2%)	94 (9.4%)	24 (2.4%)	998
b. Messages should emphasize the statistical likelihood of catching a serious childhood illness like measles or whooping cough without being vaccinated.	401 (40.1%)	449 (44.9%)	117 (11.7%)	33 (3.3%)	1000
c. Messages should use shaming techniques to persuade parents they have a moral duty to vaccinate their children and protect their community.	112 (11.3%)	248 (24.9%)	313 (31.5%)	322 (32.4%)	995
d. Messages should vividly detail the negative effects of childhood diseases, for example photographs of seriously ill children and the consequences for their parents.	365 (36.5%)	440 (44.0%)	145 (14.5%)	50 (5.0%)	1000
e. Messages should provide positive encouragement to parents and emphasize that vaccines are strongly recommended, but ultimately the decision to vaccinate their children is their choice to make.	294 (29.4%)	418 (41.8%)	212 (21.2%)	76 (7.6%)	1000