Last year we wrote about the problem of “vaccine fatigue,”1 which can cause some people to simply tune out vaccination campaigns — not just for COVID-19, but also for the flu.2
This fall there will be yet another round of vaccination decisions to make. In addition to updated vaccines for COVID-19 and the flu, many Americans will be eligible for new vaccines to prevent Respiratory Syncytial Virus (RSV).3 Experts are worried that vaccine fatigue may once again be a barrier to widespread vaccination.4
Fortunately, research has shown how to position vaccination to make it more appealing. Positive emotional messages like altruism, happiness and hope are the most effective way to encourage vaccination.5
The reason this works has to do with how we think about life’s challenges. Some people believe that their health is mainly controlled by outside forces — things like fate, chance or genetics. And to some degree this can be true.6
But others believe that health is something that is largely in their own power to control.7 Another term for this is “agency.”8
People who believe that we can control our health often experience more favorable health outcomes and psychological well-being than those who don’t.9
The feeling of agency and control in life is something that can be strengthened with use.10 Vaccination is one of the concrete steps we can take to reinforce our sense of agency and control.11
We do need to recognize that people can have a variety of reasons to not be vaccinated. The same messages won’t work for everyone.12
With these caveats, research on vaccination messaging has found several themes that have been proven effective. While some of these themes can overlap, here we have grouped them as positive, protection and community messages.
[NOTE: This article is for informational purposes only. It is not intended as medical advice. Anyone who has questions or concerns about getting either a flu vaccine or a COVID-19 vaccine should consult their care provider.]