New Civis Analytics Research Identifies Most Compelling COVID-19 Vaccine Messages For Unsure Americans

CHICAGO, May 11, 2021 / PRNewswire / – Civis Analytics, an innovative data science firm at the intersection of public good and best scientific practice, today announced the results of a experience to scientifically determine the most compelling message for Americans most likely to be uncertain about COVID-19 vaccination. The study found that the two most compelling message themes focused on returning to daily activities and emphasizing personal choice.

To isolate persuasive effects and minimize bias, Civis implemented a treatment versus control trial (the same framework as clinical trials, considered the scientific gold standard for research) using its on-demand system. . Creative focus tool. Respondents were screened in to reflect vaccine-hesitant populations and shown one of six messages (a control group saw no messages):

  • “Vaccine safety” highlighted the safety of COVID-19 vaccines: the rigorous FDA process that was followed, the diversity of participants in clinical trials, and the rarity of serious side effects.
  • “Return to normal” highlighted the daily activities that vaccinated people can enjoy, and highlighted experiences that may be prohibited for unvaccinated people, such as concerts and international travel.
  • “Personal story” told the story of a healthy 30-year-old woman’s battle with COVID, recounting her fear of the long-term effects and her inability to resume activities like running.
  • “Scary COVID Statistics” focused on the dangers of COVID (even for young adults) and the vaccine’s potential to prevent these statistics from increasing.
  • “Patriotism” has positioned vaccines as an example of American ingenuity, proclaiming vaccination as the ultimate expression of liberty, liberty and homeland.
  • “Personal decision” stressed that it was normal to have questions about the vaccine, encouraged to learn more, and positioned vaccination as a person’s individual choice.

The main conclusions of the experiment include:

  • “Getting back to normal” and “Personal decision” were the most compelling, each increasing the likelihood of immunizing by 5 percentage points (pp) on average. “Security,” “Scary COVID Statistics” and “Patriotism” were all ineffective, and “Personal History” had the greatest likelihood of backfiring on you.
  • These results are broadly valid when broken down by subgroup, but there are some interesting differences. The “winning” messages were particularly impactful with a few specific groups:
    • “Back to Normal” was particularly effective with: men (+ 7pp); people who earn income $ 75,000/ year (+ 7pp); Roman Catholics (+ 8pp); people who get news from public radio, MSNBC, The Wall Street Journal and TikTok (+ 7pp each); and Black Americans (+ 6pp), Latino / a (+ 7pp) and Asians (+ 7pp)
    • The “personal decision” was particularly effective with: the republicans (+ 6 points); White Americans (+ 6pp); people who watch Fox News (+ 8pp)
  • “Personal story” backfired on men (-5pp) and had no effect on women. Notably, the use of a personal story was effective in August 2020, but not in this study. Our reasoning for this change is:
    • The specific story was heavier on fear tactics, what we saw didn’t work.
    • American society and attitudes towards vaccination have changed.
    • The 2020 test interviewed Americans of all different backgrounds and beliefs. Here, we focused specifically on populations likely to be reluctant to immunize, according to our previous research.

“The results of this experiment provide several high-level recommendations for talking about COVID-19 vaccines,” said Crystal threads, MPH, director of healthcare analytics at Civis Analytics.

“First, lead with a message of hope and optimism, stressing that vaccines are a way to get back to the times we miss most, and that giving up vaccination may mean it takes longer to resume. activities, ”Son said. “Second, empathize with concerns and recognize that questions are natural and normal. Encourage people to seek out the information they need to make a decision. Finally, be prepared to address concerns about safety and security. side effects with precise and direct responses, but not messages intended to educate people about safety and to correct their beliefs. ”

To view the full report, visit Civis Analytics website.

Of April 28 to May 3, 2021, 4,215 American adults belonging to one or more “likely to be uncertain” demographic groups1 were shown at random one of six messages or a control message. Designed to save, a national effort to ensure communities hardest hit by the pandemic have access to COVID-19 vaccines and information, provided guidance on message frameworks. After posting the messages, respondents were asked about their intention to be vaccinated; a statistical model calculated the impact of each treatment compared to the untreated group, while controlling for the characteristics of the respondents.

About Civis Analytics
Civis Analytics helps leading organizations in the public and private sectors use data to gain a competitive advantage in the way they identify, attract and engage people. With a blend of proprietary data, technology and consulting services, and an interdisciplinary team of data scientists, developers and survey science experts, Civis helps organizations stop guessing and start using evidence. statistics to guide their decisions. Learn more about Civis at

1 Defined as black Americans; Latino / a Americans; Americans without a university degree; Americans under 50; Americans earn less than $ 50,000/year; and republicans, by Civis research

SOURCE Civis Analytics

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