When marketing products, companies often test colors, language, typeface and other variables to determine which ads are most likely to make a consumer click. Why not apply the same sort of A/B testing to vaccines?
It turned out that not only did certain content evoke more positive opinions about vaccines, but the messaging that did best varied based on the country where it was tested. In Ukraine, for example, an informative tone did a better job at improving perceptions of vaccination than emotional pleas. In some countries, cartoons worked best. In India, the top-performing message was a personal appeal from a doctor talking about why he vaccinated his own kids. In Kenya, the winner was a straightforward message accompanied by an infographic with a recommended vaccine schedule for kids.
“We need to test our vaccine messaging for efficacy and safety just as we test our vaccines for efficacy and safety,” says Angus Thomson, a social scientist at United Nations Children’s Fund who worked on the study in conjunction with Facebook, The Public Good Projects and the Yale Institute for Global Health.
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