These are the pro-vaccine messages people want to hear

“When it comes to vaccine hesitancy, it is more like personalized medicine,” said Christopher Graves, founder of the Ogilvy Center for Behavioral Science at Ogilvy Consulting, “more customized to specific worldviews and cultural filters.” And unlike conventional vaccine messaging, which aims to persuade parents to get children vaccinated, the coronavirus messages are aimed at persuading adults to get their shots. “Respecting their autonomy is important,” Moore said. As is adapting the message to the recipient. People who say they prize individual choice are more likely to be convinced by messages emphasizing that getting vaccinated increases your freedom to get together with friends and colleagues, experts say.