How to change people's minds on vaccines - latest research

Posted on 16 February 2022

Dr Jess Berentson-Shaw, author of A Matter of Fact. Talking Truth in a Post-Truth World and Co-Director of The Workshop outlines how to be effective when countering misinformation.
Telling people they’re stupid and shouting facts at them doesn’t work, she says. What not to do:

  • Avoid engaging with or amplifying false information (even to debunk it)
  • Avoid leading with facts and science
  • Avoid engaging with people's most self-interested motivations
  • Avoid assuming your trusted expert is everyone's trusted expert

Instead do this:

  • Focus on the positive story of vaccination. Rinse and repeat (it's what hesitant people need)
  • Give people a way to look at vaccination through what matters to all of us
  • Use facts to help you explain how vaccination benefits us all
  • Inoculate people against false information
  • Work with trusted people from across our communities


covid vaccine