Communicating to increase public uptake of pandemic flu vaccination in the UK: which messages work
Communicating to increase public uptake of pandemic flu vaccination in the UK: which messages work
Background: Vaccination is considered the most effective preventive measure against influenza transmission, yet vaccination rates during the 2009/10 influenza A/H1N1 pandemic were low across the world, with the majority of people declining to receive the vaccine. Despite extensive research on the predictors of uptake of influenza vaccination, little research has focused on testing the effectiveness of evidence and theory-based messages.
Aims: To examine the persuasiveness of messages promoting vaccination and antiviral use either as health-enhancing or as risk-reducing, as well as messages which conveyed evidence-based information about the costs and benefits of vaccination, or which applied anticipated regret as a motivator for vaccine uptake.
Method: We conducted 11 focus groups with forty-one members of the general population in England including young and older adults, those with lower education, parents, and those with elevated health risk. The data were analysed using thematic analysis.
Results: The factual, evidence-based messages were well received with participants finding them the most convincing and useful, particularly where they gave cost-benefit comparisons. Health-enhancing messages were received with scepticism and concern that the messages were not honest about the potential lack of safety of vaccination. In contrast, risk-reduction messages were perceived as being more balanced and credible. Messages aiming to elicit feelings of anticipated regret for not getting vaccinated were generally perceived as patronising and unprofessional.
Conclusions: Vaccination messages should be kept brief, but convey balanced, evidence-based information, and be transparent in their communication of potential side-effects. The general public seem to prefer messages that are factual and emphasise the costs and benefits of vaccination, particularly with regards to vaccine safety.
3268-3274
Mowbray, Fiona
0a9e37a7-06c7-4926-95cb-af2d1eb22157
Marcu, Afrodita
25ba37d2-9068-4c58-8527-fb799152add3
Godinho, Cristina A.
66d7abf4-216e-4259-a42e-010d156b23ae
Michie, Susan
47e0a907-79cb-47d5-b5a9-82d2afe1747a
Yardley, Lucy
64be42c4-511d-484d-abaa-f8813452a22e
14 June 2016
Mowbray, Fiona
0a9e37a7-06c7-4926-95cb-af2d1eb22157
Marcu, Afrodita
25ba37d2-9068-4c58-8527-fb799152add3
Godinho, Cristina A.
66d7abf4-216e-4259-a42e-010d156b23ae
Michie, Susan
47e0a907-79cb-47d5-b5a9-82d2afe1747a
Yardley, Lucy
64be42c4-511d-484d-abaa-f8813452a22e
Mowbray, Fiona, Marcu, Afrodita, Godinho, Cristina A., Michie, Susan and Yardley, Lucy
(2016)
Communicating to increase public uptake of pandemic flu vaccination in the UK: which messages work.
Vaccine, 34 (28), .
(doi:10.1016/j.vaccine.2016.05.006).
(PMID:27166824)
Abstract
Background: Vaccination is considered the most effective preventive measure against influenza transmission, yet vaccination rates during the 2009/10 influenza A/H1N1 pandemic were low across the world, with the majority of people declining to receive the vaccine. Despite extensive research on the predictors of uptake of influenza vaccination, little research has focused on testing the effectiveness of evidence and theory-based messages.
Aims: To examine the persuasiveness of messages promoting vaccination and antiviral use either as health-enhancing or as risk-reducing, as well as messages which conveyed evidence-based information about the costs and benefits of vaccination, or which applied anticipated regret as a motivator for vaccine uptake.
Method: We conducted 11 focus groups with forty-one members of the general population in England including young and older adults, those with lower education, parents, and those with elevated health risk. The data were analysed using thematic analysis.
Results: The factual, evidence-based messages were well received with participants finding them the most convincing and useful, particularly where they gave cost-benefit comparisons. Health-enhancing messages were received with scepticism and concern that the messages were not honest about the potential lack of safety of vaccination. In contrast, risk-reduction messages were perceived as being more balanced and credible. Messages aiming to elicit feelings of anticipated regret for not getting vaccinated were generally perceived as patronising and unprofessional.
Conclusions: Vaccination messages should be kept brief, but convey balanced, evidence-based information, and be transparent in their communication of potential side-effects. The general public seem to prefer messages that are factual and emphasise the costs and benefits of vaccination, particularly with regards to vaccine safety.
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More information
Accepted/In Press date: 2 May 2016
e-pub ahead of print date: 8 May 2016
Published date: 14 June 2016
Identifiers
Local EPrints ID: 394528
URI: http://eprints.soton.ac.uk/id/eprint/394528
PURE UUID: b9039b6c-9188-48db-874d-2ddb13438af2
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Date deposited: 20 May 2016 08:45
Last modified: 15 Mar 2024 05:34
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Author:
Afrodita Marcu
Author:
Cristina A. Godinho
Author:
Susan Michie
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