Vaccine Confidence: Global Learnings to Inform Effective Campaigns

The W2O Global Vaccine Confidence Dashboard is exploring the drivers of vaccine confidence and hesitancy across seven countries, sharing real-time learnings that can inform communicators about how to increase vaccine acceptance rates.

You can view the dashboard here.

In our first report, we set an initial baseline for future dashboards and then looked more closely at the findings in the UK. We noted three key learnings for public health officials and the biopharma industry:

  • Self-interest remains the top driver – People are keen to return to a life without restrictions, and the drive for personal protection strongly correlates with vaccine acceptance rates. With the impact of COVID-19 affecting elderly people at a higher rate than younger people, this population will see the greatest value from a vaccination. Younger people who have experienced symptoms are more likely to need to be convinced of the value of vaccination to ensure high uptake.
  • Proven is key – Safety concerns remain the biggest barrier in shifting the hesitant towards acceptance. We believe that people are most concerned about the rapid speed of regulatory approval of vaccines and the dosing schedule. But as the world continues to vaccinate and positive real-world evidence about the safety of COVID-19 vaccine increases, we expect that vaccine confidence will increase. A key challenge will be how to ensure high vaccine confidence both nationally and globally so enough people can be vaccinated to eradicate the disease.
  • Scientists and pharmaceutical companies are the most trusted experts –The selection of spokespeople for vaccine messages is extremely important. In the UK, where there have been multiple lockdowns and one of the highest mortality rates in the world, it is no surprise that politicians rank as one of the lowest trusted sources, especially among Black, Asian and Minority Ethnic (BAME) communities. Across all seven countries, scientists and pharmaceutical companies consistently rank as the most trusted experts. Campaigns to increase vaccine confidence will need many and varied voices to convert all audiences, and spokespeople that reflect the interests and composition of BAME communities and younger people will be especially important.

In future dashboards, we’ll assess what is disrupting and causing change in the vaccine conversation and its impact on acceptance. We’ll also look at the differences between the seven countries. If you have a particular interest and would like to dive into an aspect of our data further, or you would like to discuss implications in more detail, please contact us. You can find out more about vaccine confidence in the United States by downloading our recent report: Using Social and Search Data to Build Vaccine Confidence.


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Eleanor Dickinson
Eleanor Dickinson

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