Recalled Exposure to COVID-19 Public Education Campaign Advertisements Predicts COVID-19 Vaccine Confidence. Issue 3 (4th March 2023)

• Record Type: Journal Article
• Authors: Kranzler, Elissa C.; Luchman, Joseph N.; Williams, Christopher J.; Model, Timothy A.; Ostby, Ronne; Vines, Monica; Weinberg, Jessica; Petrun Sayers, Elizabeth L.; Kurti, Allison N.; Trigger, Sarah; Hoffman, Leah; Peck, Joshua
• Is Part Of: Journal of health communication. Volume 28:Issue 3(2023)
• Page Start: 144
• Page End: 155
• Publication Date: 2023-03-04
• Subjects: Communication in medicine -- Periodicals; 610.14
• DOI: 10.1080/10810730.2023.2181891
• Languages: English
• ISSNs: 1081-0730

Abstract

Abstract : This study examined the relationship between recalled exposure to the We Can Do This COVID-19 Public Education Campaign (the Campaign) and COVID-19 vaccine confidence (the likelihood of vaccination or vaccine uptake) in the general population, including vaccine-hesitant adults (the "Movable Middle"). Analyses used three waves of a triannual, nationally representative panel survey of adults in the U.S. fielded from January to November 2021 ( n = 3, 446). Proportional odds regression results demonstrated a positive, statistically significant relationship between past 4-month Campaign recall and vaccine confidence, controlling for lagged reports of Campaign recall and vaccine confidence; concurrent and lagged fictional campaign recall; survey wave; and sociodemographics. Results indicated that as one moves from no Campaign recall to infrequent recall, there is a 29% increase in the odds of being in a higher vaccine confidence category. Findings offer evidence of the impact of a COVID-19 public education campaign on increasing vaccine confidence.