COVID-19 Resource Center

COVID-19 Vaccine Messaging

Vaccine Benefits and Safety    ► Strategies for Vaccine Promotion
► Messaging for Different Industries   ► Messaging for Different Demographics
► Resources   ► Downloadable Print Resources (CDC)


COVID-19 Vaccine Benefits, Safety and What to Expect

COVID-19 vaccines are believed to be safe and effective at preventing severe illness. The process to develop the vaccines was systematic, and no steps were skipped or overlooked. Each U.S. vaccine underwent rigorous clinical trials, was reviewed by and received approval from the Food and Drug Administration under an Emergency Use Authorization (EUA) and is continually being monitored for safety and effectiveness. Due to an urgent need for measures to end the pandemic and save lives, the vaccine was approved in less time than usual under an EUA. Receiving a vaccination for COVID-19 is beneficial for you and your family, community, and co-workers:
 
  • Receiving a COVID-19 vaccine is considered a safe way to build protection against the disease. COVID-19 can have serious, life-threatening complications, and there is no way to know how COVID-19 will affect you. COVID-19 vaccinations can help protect you by teaching your body to fight the virus without having to experience sickness or putting yourself at risk of severe illness and death. It is important to fit vaccination into all your other priorities.
  • Your family may be at risk of serious lifelong complications from a COVID-19 infection. Vaccination can prevent regret and fear that someone you love will die from COVID-19.
  • Getting back the moments we miss – being able to visit family and friends, gathering indoors at a favorite restaurant, celebrating birthdays and holidays, traveling, returning children to school-- are all the things we have missed this past year. But we can have these moments back when we take simple actions, including getting vaccinated, to keep ourselves, family, and community safe. In light of the new guidance from the Centers for Disease Control and Prevention (CDC), fully vaccinated individuals may resume activities that they participated in prior to the pandemic without a mask (e.g., going to an indoor shopping center, museum or movie theatre, eating at an indoor restaurant or bar, participating in an indoor, high-intensity exercise class, etc.).
  • Vaccines are one extra tool we have to fight the pandemic. We still need to practice physical distancing, avoid gatherings, wear a face covering in appropriate settings, and wash our hands frequently.

 COVID-19 Vaccine Availability and Getting the Shot
  • All individuals aged 12 years and older are now eligible to receive the vaccine. Vaccine supply has increased and is now more available in doctors’ offices, retail pharmacies, hospitals, and clinics.
  • Prior to receiving the vaccine, you will be screened for any contraindications. There could be minor side effects from the vaccine (fatigue, sore arm, mild fever, headache, body/muscle aches). Mild side-effects are a normal sign that your body is building protection against the virus and usually go away within 48 hours. You should expect to be monitored for 15-30 minutes after the vaccination to watch for severe reactions. Though rare, allergic reactions, including anaphylaxis, have been reported. If this occurs, vaccination providers can effectively and immediately treat anaphylaxis. If you have concerns about your medical condition(s) and receiving the vaccine, consult with your doctor.
  • [Provide information on how employees could access the vaccine in your city/state.]
  • Specifics of a given patient's circumstance should be considered if more than one vaccine choice is available for the patient. 

Strategies for Employers to Promote the Vaccine Message in the Workplace

  • Ensure that the information is personal and targeted to the individual so it addresses their questions and concerns in a nonjudgmental way.
  • Communicate using simple and clear language when explaining side effects or any potential risks associated with the vaccine.
  • Convene town hall meetings with workers and identify champions within your workplace who are trusted and can deliver the message. Many workers may feel comfortable with the health care provider at their workplace providing them information and sharing their experience.
  • It is important to acknowledge and be truthful about uncertainty to help gain trust.
  • Storytelling about those affected positively by vaccinations is more likely to be effective than statistics.
  • Consider incentivizing employees (e.g., paid time off to get vaccinated) who receive the vaccine to encourage them to contribute to a safe and healthy workplace.
  • Acknowledge COVID-19 fatigue and emotional well-being issues that employees have been experiencing this past year.
  • Encourage vaccination among employees' family members including eligible children. If you are providing a vaccination program for your employees, consider inviting family members to participate.
 

Targeted Messages for Health Care Workers 

  • You are on the front lines and risk being exposed to people with COVID-19 each day on the job. 
  • Protecting yourself also helps protect your patients, your family, and your coworkers, especially those who may be at higher risk for severe illness from COVID-19.
  • You matter, and you play an essential role in keeping your community healthy.
  • You can potentially transmit the virus to patients, your co-workers, your family, and to others in your community if you do not get the vaccine.
  • Vaccination allows you to protect vulnerable patients that you care for every day.
  • You are a leader in science and can set an example to others in the community.
  • You can serve as a vaccine champion and positively influence vaccination decisions of peers, patients, friends, and family.  

Targeted Messages for Different Demographics
Race
  • People in communities of color are more likely to develop serious illness following COVID-19 infections.
  • COVID-19 vaccines have been studied in clinical trials with large and diverse groups of people of various ages, races and ethnicities.
  • The vaccine development process is heavily regulated and transparent. For COVID-19, a diverse group of doctors and public health practitioners were assembled to ensure that the vaccine was safe and effective across racial groups.
  • Focus on making decisions that are best for you and your family, following fact-based, trusted information about vaccine safety and efficacy, including links to trusted sources of information (e.g., CDC, WHO, academic institutions).
  • Messaging from personal doctors and other health care providers are the most trusted sources for Black Americans. Black Americans may also be more responsive to messaging from faith-based leaders.
  • Messaging from medical experts and community health providers are the most trusted sources for Hispanics. Hispanics are also more receptive to messages from their inner circle such as neighbors, their mayor, and people they follow on social media.
WATCH: RWJBH: Fears, Hesitation & Access: What the Black Community Needs to Know About the COVID-19 Vaccine

Age
  • COVID-19 vaccines have been studied in clinical trials with large and diverse groups of people, of various ages, races and ethnicities.
  • Older adults may be more motivated to reduce their own risk for severe illness or death.
  • Young adults may be less concerned about their own health but more motivated to prevent infection in older family members.
  • On the other hand, some young adults may be less concerned about getting vaccinated because they are at less risk for severe disease, but they need to understand that they are potential transmitters of disease to more vulnerable adults.
  • There is no evidence suggesting that fertility problems are a side effect of any vaccine. People who are trying to become pregnant now or who plan to try in the future may receive the COVID-19 vaccine.
 
Last updated June 10, 2021
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