Bio
BACKGROUND
In the wake of COVID-19 mandates, a spike in anti-vaccine sentiment rose up, with a growing number of people questioning vaccine safety and raising concerns about infringement on medical freedoms. Yet there was also a significant, although less vocal, majority that still believed in the importance of childhood vaccination.
Recognizing this silence—and the very real consequences of declining vaccination rates—BIO, the voice of the U.S. biotech industry, stepped in to help reframe the conversation around what unites us: protecting children and our nation as a whole.
Testing revealed that the most persuasive images were those that illustrated — often in stark terms — the devastating effects these diseases once had on children and families. Meanwhile, people were influenced by messages both of personal choice (vaccinating is the right thing for me to choose to do) and public responsibility (we all have a responsibility to vaccinate for the greater good).
Importantly, we realized the need to meet people where they were, empathizing with their concerns, but ultimately guiding them to make the best decision.
CONSUMER BELIEF
I’ve believed in the efficacy of vaccinations in the past, but it’s become harder to share my support because of conflicting and confusing information about their safety and importance. It’s a conversation that’s become increasingly difficult to navigate.
BELIEF INTERSECTION
Vaccination is the best choice in order to avoid the horrors of the past for all Americans.
