AUTHOR=Salmon Daniel A. , Dudley Matthew Z. , Brewer Janesse , Shaw Jana , Schuh Holly B. , Proveaux Tina M. , Jamison Amelia M. , Forr Amanda , Goryn Michelle , Breiman Robert F. , Orenstein Walter A. , Kao Lee-Sien , Josiah Willock Robina , Cantu Michelle , Decea Tori , Mowson Robin , Tsubata Kate , Bucci Lucie Marisa , Lawler Jaqueline , Watkins James D. , Moore Jamie W. , Fugett James H. , Fugal Adriele , Tovar Yazmine , Gay Marie , Cary Aleen M. , Vann Iulia , Smith Lee B. , Kan Lilly , Mankel Magda , Beekun Sumayya , Smith Victoria , Adams Stephanie D. , Harvey Steven A. , Orton Peter Z. 

TITLE=LetsTalkShots: personalized vaccine risk communication

JOURNAL=Frontiers in Public Health

VOLUME=11

YEAR=2023

URL=https://www.frontiersin.org/journals/public-health/articles/10.3389/fpubh.2023.1195751

DOI=10.3389/fpubh.2023.1195751

ISSN=2296-2565

ABSTRACT=<sec><title>Introduction</title><p>Vaccine hesitancy is a global health threat undermining control of many vaccine-preventable diseases. Patient-level education has largely been ineffective in reducing vaccine concerns and increasing vaccine uptake. We built and evaluated a personalized vaccine risk communication website called <italic>LetsTalkShots</italic> in English, Spanish and French (Canadian) for vaccines across the lifespan. <italic>LetsTalkShots</italic> tailors lived experiences, credible sources and informational animations to disseminate the right message from the right messenger to the right person, applying a broad range of behavioral theories.</p></sec><sec><title>Methods</title><p>We used mixed-methods research to test our animation and some aspects of credible sources and personal narratives. We conducted 67 discussion groups (<italic>n</italic> = 325 persons), stratified by race/ethnicity (African American, Hispanic, and White people) and population (e.g., parents, pregnant women, adolescents, younger adults, and older adults). Using a large Ipsos survey among English-speaking respondents (<italic>n</italic> = 2,272), we tested animations aligned with vaccine concerns and specific to population (e.g., parents of children, parents of adolescents, younger adults, older adults).</p></sec><sec><title>Results</title><p>Discussion groups provided robust feedback specific to each animation as well as areas for improvements across animations. Most respondents indicated that the information presented was interesting (85.5%), clear (96.0%), helpful (87.0%), and trustworthy (82.2%).</p></sec><sec><title>Discussion</title><p>Tailored vaccine risk communication can assist decision makers as they consider vaccination for themselves, their families, and their communities. <italic>LetsTalkShots</italic> presents a model for personalized communication in other areas of medicine and public health.</p></sec>