Table 5.

Summary of possible messages by segment.

Element name	Segments	Variations on text
Population tested	All	The vaccine has been approved by a rigorous FDA process involving tens of thousands of people.
	Black or Latinx	The vaccine has been approved by a rigorous FDA process involving tens of thousands of people—including African Americans [Latinos].
Trial results	Baseline	This randomized trial found very high effectiveness and almost no serious side effects.
Impact	Baseline	COVID-19 has infected over 30 million Americans, leading to over 500,000 deaths.
	Black or Latinx	Adds: The African American [Latino/a/x] community has been especially hard-hit by this virus.
	Conservative	Adds: Republican governors from Georgia to Ohio have stressed the economic and human cost of this pandemic.
Impact – Churches	Religious	The virus has spread frequently in churches [synagogues / mosques / temples]. (Photo of matching religious institution.)
Children	Parent	Children are at risk of long-term damage to their lungs and other organs. Nobody is sure how common or long-lasting this damage will be. (Photo of children.)
	Parent and Latinx	Instead uses a photo of children in a Hispanic parade.
Elders	All	We must protect our elders and get vaccinated! (Photo of an elder and a child.)
	Parent	Imagine what you would feel like if you did not vaccinate your child, and then an elderly person in your home became ill. (Photo of grandparents playing with grandchildren.)
	Conservatives	We share small-town values like caring for our neighbors—especially elders. (Photo of an elder and a child.)
	Religious	The Bible tells [Our Holy Books tell] us to care for those most vulnerable. (Photo of a Bible or a generic Holy Book.)
Protection	Baseline	When you get vaccinated, you help protect yourself and the people around you from this virus.
	Conservatives	When you get vaccinated, you help protect your body and your mind from this nasty and foreign virus.
Gatherings	Baseline	You can make up for missed get-togethers with friends and family once everyone has been vaccinated. (Photo of a wedding.)
	Latinx	Instead uses a photo of a quinceañera, a coming-of-age party for a young Latina.
	Parent	You can make up for missed children’s parties and outings with friends and family once everyone has been vaccinated. (Photo of a child’s birthday party.)
	Religious	You can safely attend church [synagogue / mosque / temple] with friends and family once everyone has been vaccinated.
Gatherings – Freedom	Christian and conservative	Freedom to go to church is the freedom to worship together, not infect each other!
Gathering safety	All	These events will be so much nicer when they are safe.
Availability	Baseline	The vaccine is available at your doctor’s office and local pharmacies.
	Parent	Adds: …and your child’s school.
	Religious	Adds: …and your church [synagogue / mosque / temple].
Recommendation	All	SeeTable 6, Table 7.
Spanish language	Latinx	Text of all messages also presented in Spanish, below the English.

Notes: If there is a “baseline” row for an element, then everyone received a message for that element. If there is no baseline message (those with an italicized name in the first column), then half of each eligible segment received a message, and half received no message for that element. If a respondent matched with more than one segment and message for a given element, then they were randomized with equal probability for all eligible messages. “Churches” changed to temples for Buddhists or Mormons, to synagogues for Jews, and to mosques for Muslims. “The Bible” changed to “Holy Books” if religious and not Christian or Jewish. Only those who report practicing at least weekly are at risk of religious messages.