Principle 1: Don’t assume vaccine hesitancy

Don’t immediately assume that your audiences are hesitant to take vaccines. This is often not the primary barrier to vaccine uptake.*

Audience insights that you gather should also look for possible structural issues, such as people not knowing where to get vaccinated or that the vaccine is free and available for them.

Source:

*: Thomson A, Robinson K, ValléeTourangeau G. The 5As: A practical taxonomy for the determinants of vaccine uptake. Vaccine. 2016;17;34(8):1018–24.