- About Us
How do you convince someone to take the COVID vaccine? Do you appeal to their intellect or their emotions? Who are trusted sources of information? Where do people get their information? We surveyed 1000 consumers in the US & UK to answer these questions.
We tested five videos, with the overall positive impression high, 72% in the US and 81% in the UK; mirroring overall willingness to get the vaccine. See results from our monthly COVID tracker study. Digging deeper, we begin to uncover the do's and don'ts of an effective vaccine ad.
The message content must be clear, and help people feel informed. Too much information causes confusion, and not enough scientific information or specificity performs poorly.
Example: Alliance on Aging
“Uplifting. Positive. Many different varieties of people, age, race, sex taking the vaccine.”
Female, 25, UK
“Frustration at the lack of details to get the vaccine and lack of explanation of costs especially for those with no insurance.”
Male, 57, US
Example: CVS Health
“It gives you hope that the end of the tunnel is within reach. There is reason to have hope and to stay holding on to that hope.”
Female, 68, US
“It’s basically saying you have to get the vaccine in order to hug your family members or see them. They use scare tactics. I’m not a fan!”
Female, 35, US
Keep It Simple
Clearly communicate information, without overloading them with too many details
Teach them something new & helpful. They want to be informed
Emotional & inspirational tone can engage, but it can't do all the work
Bank on Reliability
Consider who and where your messaging will be delivered for high impact