COVID Vaccine: Key Cohort Preparedness and Communication Strategies
Project Details
A collaborative research team led by the Vaccine Uptake Group at the Murdoch Children’s Research Institute, and funded by the Victorian Government in 2021, conducted a mixed-methods study with Victorians prioritised for early COVID-19 vaccination. Priority groups in rollout phases 1a and 1b included health, aged care and disability care workers (healthcare workers, HCWs), adults aged 70 years and over, and adults aged 18–69 years with underlying health conditions (prioritised public, PP).
The study aimed to: (i) improve understanding of vaccine intentions, concerns, information needs and decision-making among these priority groups in Victoria; and (ii) develop clear, practical guidance to inform communication strategies that promote COVID-19 vaccine acceptance and uptake.
Using a mixed-methods design, the researchers collected data between 12 February and 27 April 2021, during the early rollout of Pfizer and AstraZeneca vaccines and changing age-based recommendations. Online surveys (12 February–26 March) were completed by 5052 participants (3224 HCWs and 1828 PP). Follow-up individual interviews were conducted with 39 participants (19 PP, 20 HCWs) between 2 March and 13 April, and two Zoom focus groups with 12 participants in total were held on 26 and 27 April, including a mix of healthcare workers and prioritised public.
Research Leads:
A/Prof Jo-Anne Manski-Nankervis,
Dr Ruby Biezen,
Prof Lena Sanci
Collaborators
Murdoch Children’s Research Institute: Margie Danchin, Jessica Kaufman, Kathleen Bagot, Jane Tuckerman, Monsurul Hoq, Darren Suryawijaya Ong, Carol Jos, Jane Oliver, Jane Munro
University of Sydney: Julie Leask
University of New South Wales: Holly Seale
Monash University: Simon Bell
Funding
Victorian Government in 2021 (C9824)
Research Outcomes
Across the study populations, overall intention to receive a COVID-19 vaccine was high, but people varied in their views, understanding and readiness to act. Some needed information to help them decide (for example, about safety and benefits), while others had decided to vaccinate but required practical details about when, where and how to get the vaccine.
Survey findings showed that vaccine intention was lower among participants from culturally and linguistically diverse (CALD) backgrounds, women, those with lower education, part-time workers and people living in regional or remote areas. Interviews and focus groups with hesitant or unsure healthcare workers and prioritised public identified common themes regarding information and communication needs and preferences.
Drawing on this multi-method evidence and the research team’s expertise, the study generated recommendations to improve communication and support vaccine acceptance:
- Provide information about the safety and effectiveness of COVID-19 vaccines, including accessible risk–benefit comparisons
- Address concerns about expected side effects
- Personalise information to support vaccination decision-making
- Describe how vaccination reduces the severity of COVID-19
- Highlight benefits of vaccination beyond disease reduction
- Use clear and targeted messaging to communicate about vaccine availability
- Utilise vaccine requirements judiciously
- Ensure communication materials are clear, simple and shareable
- Share messages from real people or trusted spokespeople
- Build trust and transparency
- Provide resources to support healthcare workers to discuss vaccination with patients or residents
Research Publications
COVID vaccine key cohort preparedness and communication strategies A report for the Victorian Government 14 May 2021