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To address vaccine hesitancy, the U.S. Department of Health and Human Services (HHS) launched the “We Can Do This” COVID-19 public education campaign (the Campaign) in 2021 to promote vaccine confidence and increase vaccine uptake. The Campaign introduced a heavy-up media strategy to enhance its reach and engagement with its vaccine hesitant audience. This approach complemented the Campaign’s national media strategy while delivering an additional advertising dose to select priority designated market areas (DMAs) – that is, media markets – each month. We examine the relationship between the Campaign’s heavy-up strategy and initial COVID-19 vaccine uptake from August to December 2021. A stacked difference-in-differences (DID) analysis compared initial COVID-19 vaccine uptake between DMAs that received heavy-up (treatment) and DMAs that did not (control). The Campaign’s short-term heavy-up advertising strategy was associated with increased initial vaccine uptake in treatment DMAs. These results provide valuable insights for public health campaign strategy and evaluation, highlighting the effectiveness of increasing campaign dose in select markets to address vaccine hesitancy and improve public health outcomes.
Public education campaigns are promising methods for promoting vaccine uptake. In April 2021, the U.S. Department of Health and Human Services launched the We Can Do This COVID-19 public education campaign. This study is one of the first evaluations of this COVID-19 public education campaign. We tested associations between channel-specific campaign exposure (i.e. digital, TV, radio, print, and out-of-home advertising) and COVID-19 first-dose vaccinations among a nationally representative online sample of 3,278 adults. The study introduces novel ways to simultaneously evaluate short- and long-term cumulative media dose, filling an important gap in campaign evaluation literature. We observed a positive, statistically significant relationship between the short-term change in digital media dose and the likelihood of first-dose vaccination, and a positive, statistically significant relationship between long-term cumulative TV dose and the likelihood of first-dose vaccination. Results suggest that both digital and TV ads contributed to vaccination, such that digital media was associated with more immediate behavioral changes, whereas TV gradually shifted behaviors over time. As findings varied by media channel, this study suggests that public education campaigns should consider delivering campaign messages across multiple media channels to enhance campaign reach across audiences.
Public health campaigns addressing COVID-19 vaccination beliefs may be effective in changing COVID-19 vaccination behaviors, particularly among people who remain vaccine hesitant. The “We Can Do This” COVID-19 public education campaign (the Campaign) was designed to increase COVID-19 vaccine confidence and uptake. This study aims to evaluate whether Campaign dose was associated with changes in vaccination beliefs related to COVID-19 vaccine concerns and perceived risks, the importance of COVID-19 vaccines, the perceived benefits of COVID-19 vaccination, normative beliefs about COVID-19 vaccination, and perceptions about general vaccine safety and effectiveness. The study linked data from four waves of a nationally representative longitudinal panel of U.S. adults (January 2021–March 2022) with Campaign paid digital media data (April 2021–May 2022). We used mixed-effects linear regressions to examine the association between Campaign paid digital impressions and changes in vaccination beliefs. The results provide evidence that Campaign digital impressions were significantly associated with changes in respondent beliefs regarding COVID-19 vaccine concerns and perceived risks, perceived benefits of COVID-19 vaccination, and perceptions about general vaccine safety and effectiveness. Findings suggest that public education campaigns may influence vaccine confidence and uptake by increasing positive vaccination beliefs and reducing vaccine concerns.
To investigate factors associated with intention to be vaccinated against COVID-19 we conducted a cross-sectional survey of 1,500 UK adults, recruited from an existing online research panel. Data were collected between 14th and 17th July 2020. We used linear regression analyses to investigate associations between intention to be vaccinated for COVID-19 “when a vaccine becomes available to you” and sociodemographic factors, previous influenza vaccination, general vaccine attitudes and beliefs, attitudes and beliefs about COVID-19, and attitudes and beliefs about a COVID-19 vaccination. 64% of participants reported being very likely to be vaccinated against COVID-19, 27% were unsure, and 9% reported being very unlikely to be vaccinated. Personal and clinical characteristics, previous influenza vaccination, general vaccination beliefs, and beliefs and attitudes about COVID-19 and a COVID-19 vaccination explained 76% of the variance in vaccination intention. Intention to be vaccinated was associated with more positive general COVID-19 vaccination beliefs and attitudes, weaker beliefs that the vaccination would cause side effects or be unsafe, greater perceived information sufficiency to make an informed decision about COVID-19 vaccination, greater perceived risk of COVID-19 to others (but not risk to oneself), older age, and having been vaccinated for influenza last winter (2019/20). Despite uncertainty around the details of a COVID-19 vaccination, most participants reported intending to be vaccinated for COVID-19. Actual uptake may be lower. Vaccination intention reflects general vaccine beliefs and attitudes. Campaigns and messaging about a COVID-19 vaccination could consider emphasizing the risk of COVID-19 to others and necessity for everyone to be vaccinated.
ResultsThe data reveal large variations in vaccine acceptance that ranges from 82 % in Denmark to 52 % in Hungary. Lack of vaccine acceptance is associated with lack of trust in authorities and scientists, conspiratorial thinking, and a lack of concern about COVID-19. ConclusionMost national levels of vaccine acceptance fall below estimates of the required threshold for herd immunity. The results emphasize the long-term importance of buildingtrust in preparations for health emergencies such as the current pandemic. For health communication, the results emphasize the importance of focusing on personal consequences of infections and debunking of myths to guide communication strategies
