Vaccine Study 2
The Effects of Messaging and Messengers on Vaccine Perceptions
Impact Canada, Impact & Innovation Unit, Privy Council Office
Summary
Impact Canada's second deep dive study on vaccines. A broadly representative sample of approximately 1,600 Canadians completed an online survey to assess the impact of various messaging approaches and messengers on intentions to be vaccinated against COVID-19. Three messaging approaches focused on communicating information about vaccine safety were delivered through three messengers: the Government of Canada, a healthcare provider, or a close friend. The study assessed intentions to vaccinate against COVID-19, confidence in Canada's vaccine development process, comprehension of vaccine messaging, and fears and discomfort surrounding a COVID-19 vaccine.
Key Insights
Both the messaging approach and the messenger were found to have an impact on intentions to vaccinate. A personal narrative delivered by a close friend was the most effective in increasing vaccination intentions. The study also revealed that giving Canadians a better view into how a COVID-19 vaccine is developed using operational transparency is helpful in ensuring widespread understanding of vaccine-related messaging.