Message Strategies for Vaccine Promotion

(ARISe Trial)

Overseen By Grace W Ryan, PhD, MPH

Age: 18+

Sex: Any

Trial Phase: Academic

Sponsor: University of Massachusetts, Worcester

No Placebo Group All trial participants will receive the active study treatment (no placebo)

Compensation: Varies

Number of Visits: 1

Duration: 1 day

What You Need to Know Before You Apply

What is the purpose of this trial?

This trial aims to identify the most effective ways to capture attention and enhance vaccine messages. An online survey evaluates different messages, considering factors such as the messenger (expert or peer) and the themes used. Participants will view social media content and respond to questions about their thoughts and feelings, while eye-tracking technology records their reactions. Individuals living in rural areas of New England with internet access are well-suited for this trial. As an unphased trial, this study provides a unique opportunity to contribute to research that could improve public health communication strategies.

Is there any evidence suggesting that this trial's treatments are likely to be safe?

Research has shown that different ways of discussing vaccines, such as using trusted sources and personalized messages, are generally safe for people. Employing various communication methods, like influencers or experts, poses no physical risks. These strategies focus on how people respond to messages.

No evidence suggests that exposure to different types of messages causes negative effects. Studies on vaccine communication typically examine people's reactions and perceptions, not their physical health. This trial does not test a drug or medical procedure, so there are no usual concerns about side effects.

In summary, participating in this trial involves viewing messages and answering questions, which is a safe activity for participants. ^{1 2 3 4 5}

Why are researchers excited about this trial?

Researchers are excited about this trial because it explores how different message strategies can influence vaccine promotion, which is crucial in improving public health. Unlike traditional approaches that primarily focus on medical data and professional recommendations, this trial examines the impact of using "peer" and "professional" sources to deliver messages that target various psychological constructs, such as confidence, complacency, and collective responsibility. By tailoring messages to address specific attitudes and beliefs, the trial aims to uncover more effective ways to encourage vaccine uptake and trust. This innovative approach could lead to more personalized and impactful communication strategies, ultimately enhancing vaccine acceptance and coverage.

What evidence suggests that this trial's treatments could be effective for vaccine promotion?

This trial will explore different message strategies for vaccine promotion, with various treatment arms focusing on messages from either peers or professionals. Studies have shown that both friends and professionals greatly influence people's opinions about vaccines. Research indicates that positive vaccine opinions from friends and family increase willingness to get vaccinated. A review of studies found that addressing concerns like lack of trust and indifference reduces vaccine hesitancy. Messages from doctors or health experts also increase trust in vaccine safety and effectiveness. Overall, using the right messages from trusted sources can significantly change how people view vaccines. ^{3 6 7 8 9}

Who Is on the Research Team?

Grace W Ryan, PhD, MPH

Principal Investigator

University of Massachusetts Chan Medical School

Are You a Good Fit for This Trial?

This trial is for individuals living in rural New England who are interested in participating in a study about vaccine promotion. They will be involved in an online survey with eye-tracking to assess their reactions to social media content related to vaccines.

Inclusion Criteria

Living in New England state (CT, MA, ME, NH, VT, RI) in a zip code as defined by each individual state's definition of rural

Able to read and write in English

Access to an internet connected computer or laptop with a web-camera

Exclusion Criteria

N/A

Timeline for a Trial Participant

Screening

Participants are screened for eligibility to participate in the trial

1-2 weeks

Treatment

Participants are randomly assigned to one of 14 conditions and view sample vaccine promotion messages while being monitored for eye-tracking

1 day

1 visit (virtual)

Follow-up

Participants' responses to the messages are evaluated immediately after viewing, including source credibility, perceived message effectiveness, visual attention, message reactance, and information sharing intentions

Immediately after message viewing

What Are the Treatments Tested in This Trial?

Interventions

• Exposure to source and message content

Trial Overview The ARISe at UMass Chan trial is testing the effectiveness of different sources (expert vs. influencer) and themes based on the 7C Vaccine Framework on vaccine promotion messages. Participants will view these messages, have their eye movements tracked, and provide feedback.

How Is the Trial Designed?

Group I: Arm 9: Peer message, 7C Construct 5 Experimental Treatment 1 Intervention

This arm will include messages with a "peer" influencer as the source and the construct of "collective responsibility" as the message.

Group II: Arm 8: Professional message, 7C Construct 4 Experimental Treatment 1 Intervention

This arm will include messages with a "professional" influencer as the source and the construct of "calculation" as the message.

Group III: Arm 7: Peer message, 7C Construct 4 Experimental Treatment 1 Intervention

This arm will include messages with a "peer" influencer as the source and the construct of "calculation" as the message.

Group IV: Arm 6: Professional message, 7C Construct 3 Experimental Treatment 1 Intervention

This arm will include messages with a "professional" influencer as the source and the construct of "constraints" as the message.

Group V: Arm 5: Peer message, 7C Construct 3 Experimental Treatment 1 Intervention

This arm will include messages with a "peer" influence as the source and the construct of "constraints" as the message.

Group VI: Arm 4: Professional message, 7C Construct 2 Experimental Treatment 1 Intervention

This arm will include messages with a "professional" influence as the source and the construct of "complacency" as the message.

Group VII: Arm 3: Peer message, 7C Construct 2 Experimental Treatment 1 Intervention

This arm will include messages with a "peer" influence as the source and the construct of "complacency" as the message.

Group VIII: Arm 2: Professional source, 7C Construct 1 Experimental Treatment 1 Intervention

This arm will include messages with a "professional" influencer as the source and the construct of "confidence" as the message.

Group IX: Arm 1: Peer message, 7C Construct 1 Experimental Treatment 1 Intervention

This arm will include messages with a "peer" influence as the source and the construct of "confidence" as the message.

Group X: Arm 14: Professional message, 7C Construct 7 Experimental Treatment 1 Intervention

This arm will include messages with a "professional" influencer as the source and the construct of "conspiracy" as the message.

Group XI: Arm 13: Peer message, 7C Construct 7 Experimental Treatment 1 Intervention

This arm will include messages with a "peer" influencer as the source and the construct of "conspiracy" as the message.

Group XII: Arm 12: Professional message, 7C Construct 6 Experimental Treatment 1 Intervention

This arm will include messages with a "professional" influencer as the source and the construct of "compliance" as the message.

Group XIII: Arm 11: Peer message; 7C Construct 6 Experimental Treatment 1 Intervention

This arm will include messages with a "peer" influencer as the source and the construct of "compliance" as the message.

Group XIV: Arm 10: Professional message, 7C Construct 5 Experimental Treatment 1 Intervention

This arm will include messages with a "professional" influencer as the source and the construct of "collective responsibility" as the message.

Who Is Running the Clinical Trial?

University of Massachusetts, Worcester

Lead Sponsor

Trials

372

Recruited

998,000+

Citations

1. pmc.ncbi.nlm.nih.gov pmc.ncbi.nlm.nih.gov/articles/PMC10257562/

COVID-19 vaccine hesitancy: A Systematic review of ... This systematic review identified several cognitive determinants influencing vaccination hesitancy. Lack of confidence and complacency were the most frequent ...

2. clinicaltrials.gov clinicaltrials.gov/study/NCT07236034

Study Details | NCT07236034 | ARISe at UMass Chan This arm will include messages with a "peer" influencer as the source and the construct of "collective responsibility" as the message.

3. ccjm.org ccjm.org/content/91/9_suppl_1/S50

Meeting the challenge of vaccine hesitancy Social networks and peer influence can significantly impact vaccine decisions. The opinions and attitudes of friends, family members, and ...

4. nature.com nature.com/articles/s41598-023-50756-3

Promote to protect: data-driven computational model of ... People can become willing to take the vaccine, either through peer influence from vaccinated neighbors (with a rate f), who are well and can ...

5. unicef.org unicef.org/media/93661/file/Vaccinemessagingguide.pdf

Vaccine Messaging Guide This guide, developed by Yale and UNICEF, is for creating pro-vaccine content, aiming to motivate vaccination and provide social and behavioral insights.

6. pmc.ncbi.nlm.nih.gov pmc.ncbi.nlm.nih.gov/articles/PMC7041657/

Optimizing communication material to address vaccine ... The objective of this paper is to describe good practices in developing communication materials to address vaccine hesitancy.

7. publications.aap.org publications.aap.org/pediatrics/article/153/3/e2023065483/196695/Strategies-for-Improving-Vaccine-Communication-and

Strategies for Improving Vaccine Communication and Uptake This clinical report provides information about the scope and impact of the problem, the facts surrounding common vaccination concerns, and the latest evidence

8. cdc.gov cdc.gov/pinkbook/hcp/table-of-contents/chapter-3-immunization-strategies.html

Chapter 3: Immunization Strategies for Healthcare ... This chapter explores strategies health care providers can implement within their own practices. It covers system-level interventions such as quality ...

9. ama-assn.org ama-assn.org/public-health/infectious-diseases/8-communication-strategies-boost-covid-19-vaccine-acceptance

8 communication strategies to boost COVID-19 vaccine ... Tailor message to specific group; Adapt message as circumstances change; Respond to adverse events; Identify trusted messengers; Emphasize ...