news
Opinions and interpretations
How to vaccinate the "late majority"
The main concern in Israel is not a shortage of vaccines, but that people will simply stop getting vaccinated.
The main group that prefers to wait with the vaccine consists of ordinary people, young people without background illnesses, who feel that delaying receiving the vaccine will not cause harm.
To deal with their barriers, messages must be designed to permeate
Tags
Corona virus
Vaccine for corona
Aviv Bar-Noy
Saturday, 06 February 2021, 10:30
Share on Facebook
Share on WhatsApp
Share on general
Share on general
Share on Twitter
Share on Email
0 comments
Another shipment of Pfizer vaccines landed in Israel: "Excellent ...
Iran announces renewal of uranium enrichment at Purdue facility ...
The Director General of the Ministry of Health estimates: Vaccines for the general public ...
Netanyahu on the agreement with Morocco: "This is a great light for Israel ...
The Director General of the Ministry of Health, Prof. Hezi Levy, comments on the response ...
Elkin: I am leaving in peace and out of responsibility.
For years ...
Clashes in a demonstration in Nazareth against Netanyahu's visit to the center ...
Contrary to the directive of the Minister of Education: B'Tselem's CEO attended the conference ...
Protest convoy to the Knesset calling for the eradication of violence and crime ...
The court ordered the prosecution to amend the indictment against ...
The designated commissioner, Superintendent Yaakov Shabtai: "Excited towards ...
Senior US Army Officer: First Vaccine Shipments Against ...
In the video: Campaign for the issuance of a vaccine certificate (Ministry of Health)
Similar to the first closure, the population vaccination project in Israel is run as a sprint, and this time rightly so.
In a country like ours, and in such a politically and socially complex reality, it seems that our only chance of eliminating the corona, before it eliminates us, is through very rapid vaccination of as large sections of the population as possible.
The euphoria derived from the rate of vaccination may soon be replaced by great dissatisfaction, if indeed the rate of immunization decreases dramatically.
Unlike various countries in Europe, the main and immediate concern in Israel is not a lack of vaccines or an operational failure in their distribution, but that people will simply stop getting vaccinated.
This apprehension is already beginning to give its signals.
The answer to the challenge can be found in the field of social marketing - in contrast to the common use of these words in recent years as a way of describing every marketing action carried out on social networks, more than half a hundred use them to ask - how to motivate people to change Unlike a commercial.
More on Walla!
NEWS
The vaccination centers are empty, and the cash registers indicate low motivation: "Whoever wanted - has already been vaccinated"
Vaccine hopes have skyrocketed: Black January claimed 1,423 lives
Appeal to the Chief of Staff: Forcing vaccinations on soldiers - serious violation of basic rights
Health reaches you all the way home - the benefits of frozen fruits and vegetables and where to get them
The answer to the challenge can be found in the field of social marketing.
Corona vaccine (Photo: PR, spokeswoman for the Ministry of Education)
Whether it is wearing a seat belt, avoiding the use of hard drugs, performing a self-examination for early detection of breast cancer or receiving a vaccine, there is an orderly theory that can be used to formulate a communication strategy, plan tactics, design messages tailored to different audiences and produce an ideal distribution plan.
The first step, once we understand what the goal is, is to diagnose and characterize the most significant group, and identify the barriers of its members - what prevents them from performing the action we want them to perform?
The most significant group is the one that meets the following two criteria: it is large enough to be of great value if we motivate as many of its members as possible to choose the desired conduct.
More on Walla!
NEWS
Along with the slowdown in the operation, starting today, every citizen over the age of 16 will be able to get vaccinated in Corona
To the full article
In our case, the significant group does not consist of the hard core of science deniers or vaccine refusers, but of ordinary citizens who have managed to instill in them enough concerns that they prefer to wait upon receiving the vaccine.
These are the people who think they are not at real risk, because they are young and without background illnesses.
Their main barrier is not the availability of medical or scientific information, or lack of access to a vaccination position, but the distance barrier - they feel that the corona is far enough away from them, so that delaying receiving a vaccine will not harm them and their immediate environment.
To deal with the barriers of this group, messages must be designed to permeate those young people who are hesitant to get vaccinated.
First, success stories must be published, of "real people", as opposed to actors or politicians, who have experienced similar difficulties and managed to overcome the barriers that made it difficult for them to get vaccinated.
These will describe the doubts they had, the tools they used to overcome the fears, and their feelings after completing the process.
Disparaging concerns will not contribute - but empathy, giving a sense of acceptance, and practical tools for dealing with those concerns.
And finally, also hope.
Without threats and excessive intimidation
Second - without threats and over-intimidation, these tools are less effective and much less moral.
Citizens' sense of empowerment, and their ability to make wise decisions independently and be part of the solution to the epidemic must be strengthened.
Over-repressed intimidation and threats meet resistance, while empowerment and reinforcement gain a sympathetic ear.
Finally, the messages have to be customized for different groups, in diverse distribution channels.
The immunization campaign team should be as diverse as possible, and include people from genders, religions, socioeconomic status and different geographical areas.
Such a thinking team, which will address audiences in different languages and diverse media, will be able to produce the ideal messages for each group.
In conclusion, there is a way to act - and now is the time.
A wave of reports of a low willingness to get vaccinated will do irreparable damage to the chances of the late majority group joining the effort.
No time to waste.
Dr. Aviv Bar-Noy is a disseminator of knowledge and misinformation in the media and social networks. He serves as a research fellow in the Department of Philosophy at the University of Haifa and in the Department of Information Systems at the Safed Academic College.
Share on Facebook
Share on WhatsApp
Share on general
Share on general
Share on Twitter
Share on Email
0 comments
