Visual policy narrative messaging improves COVID-19 vaccine uptake

• DOI: 10.1093/pnasnexus/pgad080
• Publication Date: 2023-04-18T17:46:43Z
• Authors: Elizabeth A Shanahan; Rob A DeLeo; Elizabeth A Albright; Meng Li; Elizabeth A Koebele; Kristin Taylor; Deserai Anderson ...; Katherine L Dicki...; Honey Minkowitz; Thomas A Birkland; Manli Zhang
• Keywords: risk perception; 150; COVID-19; narrative risk communication; vaccine behavior; Social and Political Sciences; visual policy narratives; 3. Good health

Abstract In the face of vaccine hesitancy, public health officials are seeking more effective risk communication approaches to increase vaccination rates. We test influence visual policy narratives on COVID-19 behavior through a panel survey experiment conducted in early 2021 (n = 3,900) and then 8 weeks later 2,268). examine effects three narrative messages that mechanism character selection (yourself, your circle, community) nonnarrative control behavior. Visual use positively serial mediation affective response motivation get vaccination. Additionally, matters, as focusing protecting others (i.e. circle perform stronger than those yourself. Political ideology moderated some effects, with conservative respondents condition having higher probability comparison protect yourself condition. Taken together, these results suggest should narrative-based emphasize communal benefits vaccinations.