Thread by @celinegounder

1/ @SurgoVentures keeps doing great work on vaccine confidence and behavioral science.
nytimes.com/interactive/20…
They break unvaccinated people into 4 psychobehavioral archetypes: the Watchful, the Cost-Anxious, the System Distrusters, and the Covid Skeptics.

2/ How to reach folks and encourage them to get vaccinated depends on how they think about COVID and vaccination.

3/ Here's a map of COVID Skeptics:
- Almost everyone in this group believes at least one conspiracy theory about COVID.
- Where the pink goes far outside the square, there's a lot of skepticism.
- Where the pink remains inside the square, there's a lot less skepticism.

4/ Religious leaders and doctors are the best messengers for COVID Skeptics.
- Don't try to debunk disinformation.
- Listen and share facts.
- Emphasize this a personal choice to protect family and friends.

5/ Here's a map of the Cost Anxious:
- Worry about the time & expense of getting vaccinated. (COVID vaccines are FREE!)
- Where the yellow goes far outside the square, there's a lot of cost anxiousness.
- Where the yellow remains inside the square, there's less cost anxiousness.

6/ Best strategies for Cost Anxious:
- Hold vaccination clinics in workplaces, religious/community centers, daycares, supermarkets, bars, restaurants, etc.
- Let people know COVID VACCINES ARE FREE.
- Employers should give paid time off for day of vaccination and if side effects.

7/ Here's a map of System Distrusters:
- Believe the health system treats them unfairly.
- Mostly people of color.
- Where the blue goes far outside the square, there's a lot of distrust in health system.
- Where the blue remains inside the square, there's a lot less distrust.

8/ Best strategies for System Distrusters:
- Send trusted messengers into the community to listen and answer Qs.
- Make vaccination of people they know visible.
- Emphasize transparency and equity in vaccine rollout.

9/ Here's a map of The Watchful:
- They're waiting to see how it goes for friends/neighbors.
- Late adopters
- Where the purple goes far outside the square, there's more watching & waiting.
- Where the purple remains inside the square, there's a lot less watching & waiting.

10/ Best strategies for The Watchful:
- Encourage people who are vaccinated to share selfies and nudge family/friends online and offline.
- Altruistic messages about protecting others resonate.