We’re really pleased to announce we have released our free guide to build trust in and motivate COVID-19 vaccination.
“How to Talk about COVID-19 Vaccinations” gives communicators who care about keeping our communities well the most effective messages to use to support the vaccine rollout.
This latest outbreak just reinforces what we all know: achieving collective immunity (our recommended replacement for 'herd immunity') is the biggest and most important communications task we face.
The guide sets out tested frames and messages you can use directly or adapt in your own work to build trust in vaccinations. We hope this guide supports you in your mahi.
We’ll be sharing the guide on our social media channels and encourage you to do the same, to get it to the people who can use it best.
Along with the guide we’ve produced a shorter tip sheet to help make your communications job easier.
We’ve also collaborated with the epidemiologist at the heart of Aotearoa’s effective COVID-19 response, Dr Amanda Kvalsvig, and with the team behind some of the best visual content about COVID you're likely to have seen over the past 18 months, Daylight Creative.
Together we’ve developed two shareable and printable posters based on our research to help explain vaccination and collective immunity.
You can find the free guide and supporting resources linked below:
Shareable and printable infographics, social media images and posters to explain collective immunity
Share social media from The Workshop or Daylight Creative
To make this as easy as as possible in these very busy times, here are some words that our friends at Heft Communications have drafted for your newsletter or emails to your networks:
Free guide helps New Zealanders build trust in COVID-19 vaccination
Leading researchers at the helm of narrative research thinktank The Workshop today released a new guide for New Zealanders on how to talk about and build trust in the COVID-19 vaccination.
The guide and free resources support communicators, including citizen-communicators, to use tested messages that build trust and motivate vaccination.
“We know people who are initially hesitant to get the COVID-19 vaccine will go on to get vaccinated because they want to protect the people around them,” says The Workshop Co-Director Dr Jess Berentson-Shaw.
“We are all asked about our views on vaccination. This guide gives people good, science-based information, to inoculate against false and unhelpful information.”
“One of the key insights is not to talk about vaccination as an individual choice, with individual risks and benefits to weigh up. Instead, we should assume a willingness to vaccinate and focus on the importance and power of collective immunity.
“Achieving collective immunity is the biggest and most important task we face and everyone has a role to play,” Dr Jess Berentson-Shaw says.
Our hope is that this guide is helpful to the people working hard to build public trust in vaccinations, and can help us get to the collective immunity we need to keep our communities well.
Thank you in advance for helping us get it to the people who can use it!
Jess, Marianne and the entire team at The Workshop