Recalled Exposure to COVID-19 Public Education Campaign Advertisements Predicts COVID-19 Vaccine Confidence

This study examined the relationship between recalled exposure to the We Can Do This COVID-19 Public Education Campaign (the Campaign) and COVID-19 vaccine confidence (the likelihood of vaccination or vaccine uptake) in the general population, including vaccine-hesitant adults (the "Movable Mid...

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Bibliographic Details
Published in:Journal of health communication 2023-03, Vol.28 (3), p.144-155
Main Authors: Kranzler, Elissa C., Luchman, Joseph N., Williams, Christopher J., Model, Timothy A., Ostby, Ronne, Vines, Monica, Weinberg, Jessica, Petrun Sayers, Elizabeth L., Kurti, Allison N., Trigger, Sarah, Hoffman, Leah, Peck, Joshua
Format: Article
Language:English
Subjects:
Adult
Advertisements
Advertising
Campaigns
COVID-19
COVID-19 - epidemiology
COVID-19 - prevention & control
COVID-19 Vaccines - therapeutic use
Humans
Immunization
Mental Recall
Political advertising
Polls & surveys
Sociodemographics
Uptake
Vaccination
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Summary:This study examined the relationship between recalled exposure to the We Can Do This COVID-19 Public Education Campaign (the Campaign) and COVID-19 vaccine confidence (the likelihood of vaccination or vaccine uptake) in the general population, including vaccine-hesitant adults (the "Movable Middle"). Analyses used three waves of a triannual, nationally representative panel survey of adults in the U.S. fielded from January to November 2021 (n = 3,446). Proportional odds regression results demonstrated a positive, statistically significant relationship between past 4-month Campaign recall and vaccine confidence, controlling for lagged reports of Campaign recall and vaccine confidence; concurrent and lagged fictional campaign recall; survey wave; and sociodemographics. Results indicated that as one moves from no Campaign recall to infrequent recall, there is a 29% increase in the odds of being in a higher vaccine confidence category. Findings offer evidence of the impact of a COVID-19 public education campaign on increasing vaccine confidence.
ISSN:1081-0730
1087-0415
DOI:10.1080/10810730.2023.2181891