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, 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.
Using art to help promote flu shots.
In the middle of the previously mentioned pandemic, we were also reminded that other illnesses still existed. So to encourage flu shots for the 2020 winter season – 14 local artists donated their work to help spread the message: Art unites and heals.
This “Band Together” messaging came at a key time, as it was more crucial than ever to help alleviate doctors and hospitals from overcrowding.
Results
Giving flu shots a communal sense of purpose.
