Theoretical Considerations for Communication Campaigns to Address Vaccine Hesitancy

Vaccine hesitancy, declared one of the top-10 public health threats in 2019, has become a high priority for public health professionals. Health communication campaigns have the potential to be an effective component of health behavior interventions, including those to promote vaccination. There is limited research examining the effects of theory-based health communications campaigns focused on vaccine hesitancy. Communication campaigns that use stage-matched theoretical constructs as the basis for messages are more likely to be successful in encouraging vaccine uptake by organizing behavioral intent to vaccinate along each stage and identifying which theoretical constructs are most relevant to where individuals are in the behavior change process. This article focuses on the underlying factors affecting adult decisions to get vaccinated and proposes a model through which to segment populations and determine appropriate theory-based communication campaigns to address vaccine hesitancy.