Parental Perspectives on Messages and Infographics for Building Vaccine Confidence

Saturday, April 29, 2023

2:00 PM – 3:30 PM ET

Location: Convention Center: 149 AB

CE: Live CME: 1.50

Leader(s)

JK

Judy Klein, BS, BA (she/her/hers)

President
Unity Consortium
Newton, Pennsylvania, United States

Co-Leader(s)

Tamera Coyne-Beasley, MD, MPH

Vice-Chair, Community Engagement, Division DIrector, Adolescent Medicine
University of Alabama at Birmingham
Birmingham, Alabama, United States
Alexandra Garcia, BS (she/her/hers)

Intern
Unity Consortium
New York, New York, United States

Disclosure(s):

Judy Klein, n/a: Pfizer: Consultant (Ongoing)

Tamera Coyne-Beasley, MD, MPH: Dynavax: Advisory Committee (Terminated, September 3, 2021); Moderna: Advisory Committee (Ongoing); Pfizer: Advisory Committee (Ongoing); Sanofi Pasteur: Advisory Committee (Ongoing); Sequiris: Advisory Committee (Ongoing)

Alexandra Garcia, BS: No financial relationships to disclose

Workshop

Description: In November and December 2021, Unity conducted multiphase, mixed methods research on vaccine confidence and social media with sixty parents of adolescent and young adults (AYAs). The study over-sampled for populations disproportionately impacted by the pandemic, considering income, geography and race/ethnicity. Research results show that parents are wary of sharing vaccine information on social media, with a fear of experiencing backlash. However, they are more willing to share in closed, like-minded online communities with information that is simple, straightforward, and not directive. Credibility of the source is crucial, with parents most influenced on AYA vaccination decisions by healthcare providers. As a trusted source, it is important for healthcare providers to have a presence on social media to combat misconceptions. Parents prefer to repost content as opposed to creating their own and are more likely to share communications that are relevant to them, their families and friends. For example, parents favor simple infographics that educate on vaccine recommendations by adolescent age group. This workshop will include a review of the infographic and social media message stimuli from the research, parents' responses to the stimuli, and how Unity has integrated the research findings into social media and communications plans, including developing parent micro-influencers on social media. Attendees will gain insights and skills to create infographics and messages relevant to their discipline to help amplify their own voices on social media. Attendees will design in the workshop infographics and/or messages to share within their networks as trusted messengers.

NOTE: Participants should bring a laptop/tablet with them as part of the workshop

Learning Objectives:

Recognize parental perspectives and the necessary messaging conditions for social media posts developed by healthcare providers to resonate with parents of adolescents and young adults.
Evaluate infographics and social media messaging for equity and inclusion and identify improvements that trusted healthcare providers may utilize to influence and educate diverse parents on adolescent routine vaccines.
Develop infographics and social media messages for healthcare providers to amplify their trusted voices within their own practices and networks.