Today, Margaret Keenan, 90, became the first person in the UK to receive Pfizer/BioNTech’s coronavirus vaccine as Britain kicks off the global effort to fight COVID-19. The FDA is expected to issue an emergency approval this week. Developed by US and German researchers, British and European regulators were able to move more quickly with approvals, because they rely on the Pfizer’s findings, while American regulators validate the results independently. The latter approach may have a secondary benefit when marketing the vaccine, as trust is paramount to a successful roll-out. How do we convince the nation to take the vaccine?
1 in 5 US Adults Do Not Intend to Get Vaccinated
In a Pew Research Poll released last week, 60% of Americans said they would “definitely” or “probably” get a vaccine. This is an improvement over skepticism earlier in the fall, over a rushed vaccine. In September, Pew Research found only 50% of Americans surveyed said they would get the treatment. Clearly the trial results from the Pfizer/BioNTech and Moderna full, late stage data showing a 95% effective rate resonated with the public.
Herd Immunity
As the virus continues to wreak havoc across the US, especially in the West and Midwest, “Covid-19 Dismissers” may be inching towards an acknowledgement of the science. According to Infectious Disease Expert Michael Osterholm, we will reach herd immunity when 60% of the population is immune. https://www.brookings.edu/opinions/want-herd-immunity-pay-people-to-take-the-vaccine/
With trial vaccines proving to be over 90% effective, that means about 70% of the US population (60 percent divided by 90%) must be vaccinated.
Give Each Community Agency
As we manage the roll-out, work from the inside out, to give each community agency.
Black adults are the most skeptical about the vaccine, and for good cause. In 1932, the federally run Tuskegee syphilis study of Black men, ostensibly slated for six months, lasted forty years, and allowed Black men to die of untreated syphilis, creating a lasting fall-out of trust.
Former President Barack Obama said he would publicly take the vaccine. An article in yesterday’s Wall Street Journal https://www.wsj.com/articles/covid-vaccine-athletes-sports-early-11607215654 suggested athletes like LeBron James could also provide shade for the vaccine in the Black community. However, the Elvis lesson is still relevant. The Black community is not a monolithic group. Different approaches will resonate with different sectors. Combine trusted sources, with indisputable facts, along with compelling grassroots story-telling and community-based initiatives.
Address Anti-Vaxxers with Respect and Facts
Another headwind comes from anti-vaxxers who distrust government vaccines outright, and the vaccine hesitant, who are unconvinced the R & D is sound, and concerned about greedy pharma, like Perdue and the Sackler family, who fueled the opioid crisis, which cost the lives of over 500,000 people, many of them young.
It is important not to marginalize them. Behavioral studies suggest Americans tend to be more interested in their personal security than in the collective good. Further, a study at Arizona State University in 2015, found the group exposed to vivid anecdotes about the ravages of a disease were more likely to change their attitudes towards vaccines. Social media will be an important distribution platform to reach this community, as their movement has been fueled online. Tech firms Facebook, Twitter, Instagram, and YouTube need to remove posts and add warning labels to anti-vaccination posts containing clearly harmful information, while redirecting users to reliable sites.
Join The Resistance
The rallying cry in the UK today was Join The Resistance. Here in the US, the Ad Council is mounting a $50 million campaign to convince Americans to get vaccinated. These are the folks who brought iconic national campaigns like Rosie the Riveter, Smokey the Bear, Friends Don’t Let Friends Drive Drunk, and more. However, Americans in 2020 have never been more skeptical, less trusting, and more difficult to reach. The approach of the Ad Council and others must be coordinated, layered, nuanced, and targeted – with underpinnings that are powerful, authentic, fact-based, and community endorsed. To convince the nation to take the vaccine, will be the most important public service campaign of our time. All hands on deck.