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What effect do public health messaging strategies have on COVID-19 vaccine uptake in priority populations?
Rapid Review
Completed
2026-06-30
2026-04-21
National Collaborating Centre for Methods and Tools
Dr. Sarah Neil-Sztramko
Adolescents, Adults, COVID-19, Communicable & Infectious Disease, Grade School Aged, Indigenous Peoples, Infants, Older Adults, Preschool Aged
Overall, there is evidence that certain messaging strategies may lead to small increases in intention to vaccinate in some priority populations. Considering the limited evidence for the effects of COVID-19 vaccine promotion messages, alternative strategies may be required to meet vaccination goals, for example, addressing upstream determinants of vaccine hesitancy and resistance or active engagement with communities to develop trust. Findings for vaccine promotion message framing strategies are presented by population.
Neil-Sztramko, S.E., Clark, E., Traynor, R.L., Miller, A.M., Ahmed, R., Atta, A., Khalid, S., Dobbins, M. (2026, June 30). Rapid Review: What effect do public health messaging strategies have on COVID-19 vaccine uptake in priority populations? National Collaborating Centre for Methods and Tools’ Rapid Evidence Service. https://nccmt.ca/pdfs/res/vaccine-messaging
Population: Vaccine recipients: older adults (aged 65+); people who are medically compromised ; families with children; rights holders, including First Nations, Inuit and Métis peoples in Canada and Indigenous Peoples globally; African, Black and Caribbean community members; residents of congregate living settings, e.g., long-term care homes, retirement homes, shelters for people experiencing homelessness or precarious housing, prisons); healthcare staff, e.g., in hospitals; staff at congregate living settings; individuals who are otherwise up to date with their routine vaccines but are hesitant or lack confidence specifically regarding the COVID 19 vaccine. Vaccine providers (healthcare providers who recommend and administer vaccines).
Intervention: Strategies that tailor how health promotion messages are delivered, including, but not limited to: message tailoring (e.g., cultural, linguistic, literacy level, trauma informed, specific imagery, etc.); trusted messengers (e.g., physicians, nurses, other healthcare professionals, community leaders, religious leaders, Elders, peers, role of influencers); co delivery with existing touchpoints (e.g., prenatal visits, postpartum check ins, breastfeeding clinics, home visiting); stigma reducing or culturally grounded framing
Comparison: An alternative community channel, format, method of delivery or framing
Outcome: Vaccination for COVID-19. intention to vaccinate for COVID-19, perceptions of COVID-19 vaccine, reach of messages (e.g., web analytics, views, impressions, shares)