Persuading the vaccine hesitant (rather than trying to 'turn' the anti-vaxxers) was the topic of
this OCEANS study.
For the one in ten# who say they won’t take a COVID-19 vaccine, messaging that focuses on personal rather than collective benefits is more effective.
University of Oxford research
representative group of 18,885 UK adults
responses to a variety of COVID-19 vaccine messaging
published 13 May in
The Lancet Public Health.
The OCEANS III study revealed that the most effective way of encouraging strongly vaccine-hesitant individuals to consider vaccination was to emphasise the personal benefit of the jab, highlighting the fact that you can’t be sure, even if you’re relatively young and fit, that you won’t get seriously ill or struggle with long-term COVID-related problems. This group was also receptive to information that directly addressed fears that the vaccines have been developed too fast to be safe and effective.
‘Much of the official messaging around COVID-19 vaccination draws on the idea of collective responsibility – that it benefits all of us to get the jab. For most that's fine but for those who remain sceptical about COVID-19 vaccination, the best approach now may be putting personal benefits front and centre in media campaigns.
‘There may be two things going on here. First, if you don’t trust the safety of the vaccines, you’ll be worried about what getting the jab will do to you. The decision-making process gets dominated by personal risk concerns. The best way to counter those concerns, therefore, is to highlight the opposite: personal benefits. Second, we know that people who are vaccine hesitant are more likely to feel marginalised. People who feel that society does not care about them may be less likely to be receptive to messaging that relies for its effectiveness on a sense of belonging.’
Since the start of the COVID-19 vaccination programme in the UK, acceptance rates in the population have increased substantially. In December half of people taking part in OCEANS-II said that they would get the vaccine as soon as possible, where now in OCEANS-III almost three quarters of participants said they’d get the vaccine as soon as possible. Nevertheless, nearly one in ten people remain strongly vaccine hesitant.
'Vaccine-hesitancy has not disappeared. The effectiveness of the COVID-19 vaccination programme depends on mass participation: the greater the number of people vaccinated, the less risk to us all. It is therefore crucial that as many people as possible are willing to get the jab. We must remember too that COVID-19 in all its variant forms is unlikely to vanish. It will most likely be necessary to vaccinate the population on a regular and continuing basis. This high-stakes communications challenge will confront us for many years to come.’
# A month on,
ONS data found 6% of adults reporting vaccine hesitancy. This was higher in 16 to 29-year-olds, Black or Black British adults and in deprived areas.