LetsTalkShots: personalized vaccine risk communication

• Type of Material: Article
• Authors: Daniel A Salmon, Johns Hopkins University; Matthew Z Dudley, Johns Hopkins University; Janesse Brewer, Johns Hopkins University; Jana Shaw, Upstate Medical University; Holly B Schuh, Johns Hopkins Bloomberg School of Public Health; Tina M Proveaux, Johns Hopkins University; Amelia M Jamison, Johns Hopkins University; Amanda Forr, Johns Hopkins University; Michelle Goryn, Johns Hopkins University; Robert F Breiman, Emory University; Walter A Orenstein, Emory University; Lee-Sien Kao, ieas42.org, New York; Robina Josiah Willcock, Morehouse School of Medicine, Atlanta; Michelle Cantu, National Association of County and City Health Officials, Washington; Tori Decea, National Association of County and City Health Officials, Washington; Robin Mowson, National Association of County and City Health Officials, Washington; Kate Tsubata, Bonnemaison, Baltimore; Lucie Marisa Bucci, Bucci-Hepworth Health Services Inc., Pincourt; Jaqueline Lawler, Orange County Department of Health, Goshen; James D Watkins, Williams County Combined Health District, Montpelier; Jamie W Moore, Guilford County Division of Public Health, Greensboro; James H Fugett, Guilford County Division of Public Health, Greensboro; Adriele Fugal, Monongalia County Health Department; Yazmine Tovar, Monongalia County Health Department; Marie Gay, Orange County Department of Health, Goshen; Aleen M Cary, Johns Hopkins University; Iulia Vann, Utah County Health Department, Provo; Lee B Smith, Guilford County Division of Public Health, Greensboro; Lilly Kan, National Association of County and City Health Officials, Washington; Magda Mankel, Earlham College, Tucson; Sumayya Beekun, Johns Hopkins University; Victoria Smith, Williams County Combined Health District, Montpelier; Stephanie D Adams, Center for Global Health Innovation, Atlanta; Steven A Harvey, Johns Hopkins University; Peter Z Orton, Johns Hopkins University
• Language: English
• Date: 2023-06-30
• Publisher: FRONTIERS MEDIA SA
• Publication Version: Final Published Version
• Copyright Statement: © 2023 Salmon, Dudley, Brewer, Shaw, Schuh, Proveaux, Jamison, Forr, Goryn, Breiman, Orenstein, Kao, Josiah Willock, Cantu, Decea, Mowson, Tsubata, Bucci, Lawler, Watkins, Moore, Fugett, Fugal, Tovar, Gay, Cary, Vann, Smith, Kan, Mankel, Beekun, Smith, Adams, Harvey and Orton.
• License: Creative Commons Attribution 4.0 International
• Final Published Version (URL): http://dx.doi.org/10.3389/fpubh.2023.1195751
• Title of Journal or Parent Work: FRONTIERS IN PUBLIC HEALTH
• Volume: 11
• Start Page: 1195751
• End Page: 1195751
• Grant/Funding Information: CDC, NACHC (grant number 2784), NACCHO, AIM, Immunize Canada, Guildford County, and HRSA.
• Keywords: communication; COVID-19; tailored application; Life Sciences & Biomedicine; BELIEFS; Public, Environmental & Occupational Health; ATTITUDES; STRATEGIES; Science & Technology; MEASLES; HESITANCY; vaccine hesitancy; BEHAVIOR-CHANGE; vaccines; INTERVENTIONS; REFUSAL
• Research Categories: Education, Health; Health Sciences, Public Health; Psychology, Behavioral

Abstract

Introduction: Vaccine hesitancy is a global health threat undermining control of many vaccine-preventable diseases. Patient-level education has largely been ineffective in reducing vaccine concerns and increasing vaccine uptake. We built and evaluated a personalized vaccine risk communication website called LetsTalkShots in English, Spanish and French (Canadian) for vaccines across the lifespan. LetsTalkShots tailors lived experiences, credible sources and informational animations to disseminate the right message from the right messenger to the right person, applying a broad range of behavioral theories. Methods: We used mixed-methods research to test our animation and some aspects of credible sources and personal narratives. We conducted 67 discussion groups (n = 325 persons), stratified by race/ethnicity (African American, Hispanic, and White people) and population (e.g., parents, pregnant women, adolescents, younger adults, and older adults). Using a large Ipsos survey among English-speaking respondents (n = 2,272), we tested animations aligned with vaccine concerns and specific to population (e.g., parents of children, parents of adolescents, younger adults, older adults). Results: Discussion groups provided robust feedback specific to each animation as well as areas for improvements across animations. Most respondents indicated that the information presented was interesting (85.5%), clear (96.0%), helpful (87.0%), and trustworthy (82.2%). Discussion: Tailored vaccine risk communication can assist decision makers as they consider vaccination for themselves, their families, and their communities. LetsTalkShots presents a model for personalized communication in other areas of medicine and public health.