Minnesota Department of Health
Changing vaccine resistant minds simply by giving them permission to.
Refocusing the COVID-19 vaccine debate on individual choice.
For so many people who decided early on to be “against” the COVID-19 vaccine, there seemed to be no wiggle room. But what we found through research was that a lot of people were open to reconsidering it. They were just tired of being shamed and lectured and told they’re wrong or stupid – and therefore continued to dig their heels in.
Situation
Minnesota’s Covid vaccination rates began to plateau, making it increasingly crucial to break through to those previously resistant to considering it.
Emotional Catalyst
Taking in new information and changing your mind doesn’t make you wrong or weak. It’s a sign of intelligence.
Solution
The It’s OK campaign spoke to vaccine resistors with a tone of empathy that simply hadn’t existed previously. By showcasing real stories of people who’d previously been opposed to the vaccine, people began to feel empowered to reconsider their decisions on their own terms.
Results
Vaccine administrations rose dramatically at a time they were waning nationally; and pushed Minnesota over a crucial vaccination rate threshold.
