Frame messages in terms of gain |
“Getting the COVID-19 vaccine will protect you and your family.” |
Offer novel information about the disease |
“We are learning that COVID-19 infections can result in longer-lasting and debilitating health problems such as fatigue, headaches, joint pain, and sleep difficulty.” |
Appeal to altruism and prosocial behavior |
“Getting the COVID-19 vaccine not only protects you, it will also protect the people you care about including your family and friends.” |
Address patient barriers and use effective approaches to countering misperceptions |
Affirm values: “I know you care deeply about [protecting the health of your loved ones; doing what is right for your community; taking good care of your health; protecting your family], and getting the COVID-19 vaccine can help you do so.” |
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Explain motivation for misinformation: “Your concern(s) about [vaccine safety; adverse effects; vaccine need; vaccine timing] is a common misperception that has been sensationalized in popular media.” |
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Repeat factual information: “Substantial evidence exists regarding [the safety of the COVID-19 vaccine that has been documented in tens of thousands patients; the temporary and mild nature of adverse effects; the need for the COVID-19 vaccine to protect individuals and to end the pandemic; the need for individuals to get vaccinated as soon as the vaccine becomes available to them].” |