Value-Based Messaging Increased Vaccine Intent in 2021
Researchers found that messages acknowledging personal values, such as liberty, boosted vaccination interest.
Updated on Oct. 13, 2026 in COVID-19
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Should public health campaigns prioritize addressing personal values when communicating with hesitant populations?
A study conducted in the spring of 2021 by Oregon State University-Cascades researchers examined how different communication strategies influenced vaccination intent among 1,170 unvaccinated U.S. adults. The findings suggest that tailoring public health messaging to address specific concerns may help information resonate with vaccine-hesitant individuals.
Why it matters
Understanding how to effectively communicate health information is vital for public health experts aiming to build trust and ensure individuals have the information needed to make informed choices. By identifying messaging that acknowledges personal perspectives, researchers sought to create conditions where health guidance could be more openly considered.
In a study published in PLOS One, researchers randomly assigned 1,170 unvaccinated U.S. adults to view either value-based slogans or control messages before reviewing vaccine information. Participants showed increased intent when messages acknowledged government distrust or affirmed personal liberty.
The players
Oregon State University-Cascades
A higher education institution in Bend, Oregon, that conducts research on public health communication and vaccination strategies.
The details
To identify common concerns, researchers first held focus groups with vaccine-hesitant adults. They then tested four value-based slogans, comparing them against control messages using a six-point scale to measure changes in vaccination intent. The approach specifically aimed to move beyond standard information delivery by validating the personal values of the recipients, such as the importance of individual agency or concerns regarding government-led mandates.
Timeline
• Researchers conducted focus groups with vaccine-hesitant adults in early 2021.
• Researchers carried out two online surveys in the spring of 2021.
Health Landscape
This study is part of the ongoing work at the Oregon State University-Cascades research program to improve public health communication. It highlights a shift in academic efforts toward tailoring messaging to better reach populations that remain skeptical of standard medical outreach.
Recognizing how specific language impacts your personal decision-making can help you filter information when discussing health choices with your physician. If you find certain types of communication more or less persuasive, it is worth discussing those reactions with your doctor.
The takeaway
The study suggests that health messaging is often more effective when it acknowledges the personal values and perspectives of the audience. When considering health information, focus on evaluating the evidence itself while being mindful of how different framing may influence your own reactions.
Further reading
For more on public health outreach and immunization, visit our COVID-19 section.
Source note: This article includes information reported by KPIC.
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Should public health campaigns prioritize addressing personal values when communicating with hesitant populations?
