June 16th, 2022 Webinar

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 health center staff and patient interviews 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:

1. Understand the root causes of confusion and social division over COVID-19 vaccines

2. Understand the differences between “personas” and “narratives” and the relevance for patient communications

3. Be familiar with the origins and structure of 6 of the key “narratives” that have shaped COVID-19 vaccine avoidance

4. Appreciate the differences between “defiant” and “uncertain” attitudes about COVID-19 vaccines and the implications for the promotion of vaccination with patients

5. Understand “counter-narratives” and what makes them effective for the promotion of COVID-19 vaccination

6. Be familiar with some potentially useful targets for counter-narrative communications with patients