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Promoting RSV vaccine confidence through reversal narrative (RN) messaging
Matt Motta1, Timothy Callaghan1, Jennifer Cornacchione Ross1
1Department of Health Law, Policy, & Management. Boston University School of Public Health, United States.
Vaccine
|May 1, 2025
Summary
Reversal Narrative messages featuring personal regret significantly increase RSV vaccine intent in older adults. This strategy shows promise for improving vaccine uptake in vulnerable populations.
Area of Science:
- Public Health
- Health Communication
- Vaccinology
Background:
- Respiratory Syncytial Virus (RSV) causes significant hospitalizations in the US annually.
- Adults aged 60 and older face elevated risks of severe RSV illness, hospitalization, and death.
- Recent RSV vaccines for older adults have low uptake (<25%) despite proven efficacy.
Purpose of the Study:
- To evaluate the effectiveness of Reversal Narrative (RN) messages on Respiratory Syncytial Virus (RSV) vaccine uptake.
- To assess the impact of regret-focused and rationalizing RN messaging on vaccine intention.
Main Methods:
- Conducted large, nationally representative surveys (N=1300) and a state-representative survey (N=850).
- Exposed unvaccinated adults over 60 to different types of RN messages.
- Measured changes in intention to receive the RSV vaccine.
Main Results:
- Unvaccinated adults over 60 showed significantly higher intent to receive the RSV vaccine after exposure to regret-focused RN messaging.
- RN messages, particularly those highlighting personal negative health outcomes, appear effective.
Conclusions:
- Reversal Narrative messaging, especially regret-focused narratives, is a viable strategy to promote RSV vaccine uptake in older adults.
- Further research should explore partnerships between health communicators and researchers to implement RN messaging in diverse health contexts.
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