According to a Monash University behavioural expert, Dr Breanna Wright how the message is communicated to the public is crucial to positively influence the vast majority to get the jab.
Vaccinating Australians against Covid-19 may be our best chance at returning life to some semblance of normal, but we still have a way to go in giving Australians the confidence to get vaccinated, says Dr Wright.
She says instilling confidence and reassurance through empathy is a must when communicating the benefits of getting vaccinating. “It is only by understanding people’s attitudes towards the vaccine that we can address any concerns and reservations people may have.
“Concerns over the safety of the vaccine and the vaccine approval process are valid and we need to talk about them. By talking we have the opportunity to clarify misunderstandings and highlight what information is needed to best support their decisions.
A clear story always works
According to Dr Wright so far it has been an oversaturated and speculative environment with misinformation at every corner. Those with the knowledge, whether healthcare professionals or members of government, need to be honest about the vaccine.
“What they know and what they don’t. People need to be taken on a journey so that they have a clear and transparent understanding of the efficacy and safety of the vaccine”.
Explain why the vaccine is necessary
Clear messaging is needed to convey the necessity of a vaccine not only for ‘normality’ and to avoid undesirable restrictions such as future lockdowns, but for our health and wellbeing.
“To reach all age groups and communities leveraging the digital tools we have at our fingertips is essential. Medics have already turned to TikTok, Youtube, Twitter, Instagram and Facebook to tackle ‘fake news’ around the vaccine. Clear explainers, infographics and relatable stories across social media will be an effective tool,” says Dr Wright.
Finally, Dr Wrights says that demonstrate trustworthiness is essential.
“Whether health experts, government officials or community leaders, all public figures need to openly talk about the side effects of the vaccine, clearly stating what we do and don’t know. It is also vital that these messages are delivered from trusted figures within different communities,” she says.
