Skip to content

Minnesota Department of Health

Changing vaccine resistant minds simply by giving them permission to.

Andrew Burndidge or Cottage Grove, MN
MN Department of Health of Health Logo

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.

Graphic that says "It's OK to change your mind"

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.

0X
vaccination increase in the first two months of campaign launch
0%
of Minnesotans vaccinated by end of the campaign
Windmill in Chaska, MN
Sheletta Burndidge or Cottage Grove, MN
Dave Williams or Chaska, MN
scrolling gif of OK campaign
collage of OK campaign banners
Back To Top