Vaccine Communication: Appeals and Messengers Most Effective for COVID-19 Vaccine Uptake in Ukraine
Throughout the COVID-19 pandemic, vaccine communication has been a challenge, particularly as some populations may be highly distrustful of information from public health or government institutions. To better understand the different communication needs in Ukraine, an online survey panel of 168 Ukra...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2023-01-01
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| Series: | Vaccines |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-393X/11/2/279 |
| _version_ | 1827755298114240512 |
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| author | Gretchen Schulz Kristian Balgobin Alexandra Michel Rupali J. Limaye |
| author_facet | Gretchen Schulz Kristian Balgobin Alexandra Michel Rupali J. Limaye |
| author_sort | Gretchen Schulz |
| collection | DOAJ |
| description | Throughout the COVID-19 pandemic, vaccine communication has been a challenge, particularly as some populations may be highly distrustful of information from public health or government institutions. To better understand the different communication needs in Ukraine, an online survey panel of 168 Ukrainian participants viewed six COVID-19 vaccination ads with three variations on vaccine messaging appeals (potential economic impacts of COVID-19 infection COVID-19 disease outcomes, and social norms related to vaccination) and two different messengers (a peer or a health provider). The ad featuring a health outcome appeal delivered by a healthcare provider was most favored (<i>n</i> = 53, 31.6%); however, across demographic categories, including vaccine hesitancy categories, participants expressed high levels of approval for all six variations of the COVID-19 vaccine ads. When participants ranked reasons why someone may not accept the COVID-19 vaccine, the most prevalent beliefs identified were that the vaccine was not safe, and that the vaccine was not effective. Findings from this study suggest that vaccine appeals focused on health outcomes delivered by healthcare providers are preferred by most individuals in Ukraine; however, individuals are motivated by a myriad of factors suggesting that for vaccine messaging to be most effective, communication should be varied in both appeal and messenger. |
| first_indexed | 2024-03-11T08:03:21Z |
| format | Article |
| id | doaj.art-ea8c2f864d28482bbdcd2fbd4cf52a9e |
| institution | Directory Open Access Journal |
| issn | 2076-393X |
| language | English |
| last_indexed | 2024-03-11T08:03:21Z |
| publishDate | 2023-01-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Vaccines |
| spelling | doaj.art-ea8c2f864d28482bbdcd2fbd4cf52a9e2023-11-16T23:42:12ZengMDPI AGVaccines2076-393X2023-01-0111227910.3390/vaccines11020279Vaccine Communication: Appeals and Messengers Most Effective for COVID-19 Vaccine Uptake in UkraineGretchen Schulz0Kristian Balgobin1Alexandra Michel2Rupali J. Limaye3Department of Population, Family, and Reproductive Health, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD 21205, USADepartment of International Health, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD 21205, USADepartment of International Health, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD 21205, USADepartment of International Health, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD 21205, USAThroughout the COVID-19 pandemic, vaccine communication has been a challenge, particularly as some populations may be highly distrustful of information from public health or government institutions. To better understand the different communication needs in Ukraine, an online survey panel of 168 Ukrainian participants viewed six COVID-19 vaccination ads with three variations on vaccine messaging appeals (potential economic impacts of COVID-19 infection COVID-19 disease outcomes, and social norms related to vaccination) and two different messengers (a peer or a health provider). The ad featuring a health outcome appeal delivered by a healthcare provider was most favored (<i>n</i> = 53, 31.6%); however, across demographic categories, including vaccine hesitancy categories, participants expressed high levels of approval for all six variations of the COVID-19 vaccine ads. When participants ranked reasons why someone may not accept the COVID-19 vaccine, the most prevalent beliefs identified were that the vaccine was not safe, and that the vaccine was not effective. Findings from this study suggest that vaccine appeals focused on health outcomes delivered by healthcare providers are preferred by most individuals in Ukraine; however, individuals are motivated by a myriad of factors suggesting that for vaccine messaging to be most effective, communication should be varied in both appeal and messenger.https://www.mdpi.com/2076-393X/11/2/279COVID-19vaccine communicationvaccine uptakeUkrainemessage appeals |
| spellingShingle | Gretchen Schulz Kristian Balgobin Alexandra Michel Rupali J. Limaye Vaccine Communication: Appeals and Messengers Most Effective for COVID-19 Vaccine Uptake in Ukraine Vaccines COVID-19 vaccine communication vaccine uptake Ukraine message appeals |
| title | Vaccine Communication: Appeals and Messengers Most Effective for COVID-19 Vaccine Uptake in Ukraine |
| title_full | Vaccine Communication: Appeals and Messengers Most Effective for COVID-19 Vaccine Uptake in Ukraine |
| title_fullStr | Vaccine Communication: Appeals and Messengers Most Effective for COVID-19 Vaccine Uptake in Ukraine |
| title_full_unstemmed | Vaccine Communication: Appeals and Messengers Most Effective for COVID-19 Vaccine Uptake in Ukraine |
| title_short | Vaccine Communication: Appeals and Messengers Most Effective for COVID-19 Vaccine Uptake in Ukraine |
| title_sort | vaccine communication appeals and messengers most effective for covid 19 vaccine uptake in ukraine |
| topic | COVID-19 vaccine communication vaccine uptake Ukraine message appeals |
| url | https://www.mdpi.com/2076-393X/11/2/279 |
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