Principle 10: Communicate vaccination as an aspiration, not an act

Using pictures of distressed, crying children receiving vaccines may make viewers more reactive – and less receptive – to any new information.*

Studies suggest that up to 25% of adults have a fear of needles, with most fears developing in childhood. About 10% of people may actually avoid vaccination because of needle fears. Vaccines help ensure people grow up and grow old in good health, safe from many infectious diseases. Consider putting vaccination in a positive light, or a  “gain frame.” Show happy, healthy, productive people, and if you must show the act of vaccination, avoid needles and tears.

HSE Ireland produced a video that just shows a happy, cool kid who goes for a vaccine, in which you do not see the needle, and after which...nothing happens! Watch the video!

Sources:

*: Taddio A, Chambers CT, Halperin SA, et al. Inadequate pain management during childhood immunizations: the nerve of it. Clin Ther 2009;31(Suppl 2):S152–67 & Hamilton JG. Needle phobia: a neglected diagnosis. J Fam Pract 1995;41:169–75.& McMurtry CM. Managing immunization stress-related response: A contributor to sustaining trust in vaccines. Can Commun Dis Rep. 2020 Jun 4;46(6):210-218.