How to succeed with the vaccination campaign against Covid-19?
The stakes are high, and the executive's communication strategy has not yet been unveiled.
A note from the Institut Montaigne, a think tank that produces analyzes on public policies, which appears this Thursday, December 17, addresses precisely this question.
Entitled "Vaccination in France: the stake of confidence", it advances new avenues that we unveil.
One of the orientations proposed: not wanting at all costs to try to convince the anti-vaccines, which are in the minority, and above all will not change their minds.
"The key target to be convinced are people who are in favor of the vaccine, or at least not hostile, but in whom the passage to the vaccination act is not acquired", explains Laure Millet, head of the "Health" program of the 'Institut Montaigne, and co-author of the note.
Many of them need to be convinced.
Indeed, according to a survey conducted by the Kantar Institute, conducted in November and cited in the note from the Montaigne Institute, "62% of French people think that on the whole vaccines are safe", but "69% are are concerned about the safety of coronavirus vaccines due to the speed with which they are developed ”.
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How to convince these people, still hesitant?
It is necessary in particular "to create communities of people, with which people can identify, to establish mutual trust", according to Nicolas Bauquet, deputy director for research and public transformation of the Institut Montaigne, another author of the report. .
This community strategy resembles, for example, what was done with success for "the Month without Tobacco", of Public Health France, where hundreds of people tell on a specific site, and on social networks, the benefit of their experience. of smoking cessation.
This type of testimony could be imagined as part of the vaccination campaign.
“This positive, horizontal approach allows us to give a common sign of recognition to all people who are going to be vaccinated against Covid.
This makes them part of a collective movement, as is the case with people who wear a ribbon in support of campaigns against HIV, ”adds Laure Millet.
According to Nicolas Bauquet, “it is crucial to make this vaccination campaign a collective adventure, which requires the mobilization of all actors in the field.
Beyond citizens, it is essential to unify the State, local authorities and health professionals but also the private sector and civil society around this approach ”.
The example of the Italian “primavera”
Should we go further, and for example create an identification object around vaccination?
The Italians made this choice by launching their campaign under the sign of the “primavera” flower, which in this language signifies both the name of the plant “primrose”, but also spring, the season when nature is reborn.
In a government video, Italy appears to be beautifully covered in "primavera", a symbol of newfound hope, as images of the world before - the busy streets - and those of now - empty universities, people parade. stuck in their apartments.
An almost furtive image of vaccination appears in the clip.
And even the new vaccination centers are shaped like “primroses”, designed by a great Milanese architect.
“The Italian communication campaign, around the primavera, is very good, because it gives us hope.
In the spirit, it is an idea which we could indeed draw inspiration from here, ”says Nicolas Bauquet.
Another example, according to him, relevant, is that of road safety.
“In France, we are well aware of the need to drive slower.
Road safety campaigns have made us aware.
We can achieve the same thing with the Covid vaccine, by telling ourselves that with vaccination, we save a lot of lives.
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