Table 3.

Examples of VAYB website content for two topics, showing tailoring based on three different values

Vaccines and Your Baby: tailored messages
Value	Topics
	‘Alternative/delayed vaccine schedules’ message	‘Doing your own research on vaccines’ message
Security—disease prevention	Like many parents, your main goal is to keep your child healthy. The last thing you want is for your child to get an illness you could have prevented with a simple vaccine.	You’re the kind of person who will do everything she can to protect her baby from illnesses.
Self-direction	You’re not one to just do what other people tell you to do. You know your child better than anyone, and you have choices to make. You want to do your own research about vaccines. You don’t want him/her to get a disease. But you don’t want to put him/her at risk by getting vaccines.	You’re the kind of person who plays an active role in decisions about her baby’s health.
Security—vaccine risk	That’s a lot of needles (and a lot of tears)! You want to protect your child. But with so many vaccines at once, you’re concerned about exposing him/her to too many unnatural ingredients all at once.	You’re the kind of person who will do everything she can to protect her baby from pain or unnecessary medicines.

VAYB, Vaccines and Your Baby.