Activities, Motivations and Demographics of Provaccine Advocates

Vaccine hesitancy is a growing public health concern and has been classified as a major threat to global health by the World Health Organization. While there has been extensive research on the attitudes of vaccine-hesitant individuals, little is known about provaccination advocates. Our objectives were to describe the characteristics, attitudes, activities and motivations of provaccination advocates.

An internet survey was conducted in July-November 2019. US vaccine advocacy groups were invited to partner in survey distribution. Participants were recruited from a convenience sample of their members. Advocacy activities were categorized as policy related, in-person or online.

Respondents (n = 1239) were mostly female (82%), White (87%) and highly educated (90%). Most reported Democratic political affiliation (66%). The most common occupation was health care practitioner (38%). Most respondents (90%) agreed that a policy that did not allow patients to refuse or spread-out vaccines would encourage them to choose that clinic. The most common policy-related activity was contacting an elected official about vaccines. The most common in-person activity was speaking with a friend or family member about vaccines. The most reported online activity was using social media to advocate for vaccines. The most common motivation for vaccine advocacy was a sense of responsibility as a community member.

Provaccine individuals engaged in a variety of advocacy activities and were motivated by responsibility to their community in addition to other factors. Continued work to better understand and motivate vaccine advocates may inform efforts to bolster vaccine confidence and influence those who accept vaccines to become advocates.