Title: Counter-narratives as a strategy for promoting COVID-19 vaccination with patients: Lessons from the COVIED project
Description: This session will provide an overview of the rapid ethnography study component of the SARS-CoV2 Vaccines Information Equity and Demand Creation Project (COVIED). It will present: findings from the study about the complexity of the information “ecosystem” surrounding the introduction of COVID-19 vaccines; the key “narratives” that emerged to people used to justify the avoidance of COVID-19 vaccines; targets and specific strategies for developing and delivering “counter-narratives” to undermine false or misleading narratives; and examples of how counter-narratives can be developed and used as a strategy of promoting COVID-19 vaccine with patients.
Learning Objectives:
At the conclusion of this webinar, participants should:
Understand the root causes of confusion and social division over COVID-19 vaccines
Understand the differences between “personas” and “narratives” and the relevance for patient communications
Be familiar with the origins and structure of 6 of the key “narratives” that have shaped COVID-19 vaccine avoidance
Appreciate the differences between “defiant” and “uncertain” attitudes about COVID-19 vaccines and the implications for the promotion of vaccination with patients
Understand “counter-narratives” and what makes them effective for the promotion of COVID-19 vaccination
Be familiar with some potentially useful targets for counter-narrative communications with patients
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