Lessons from a Broad Vaccine Messaging Campaign in Missouri
In late 2020, as scientists were racing to develop vaccines during the first year of the COVID-19 pandemic, misinformation and a climate of distrust and divisiveness in the US were fueling public concerns about the safety and effectiveness of potential vaccines. Missouri Foundation for Health (MFH) saw the need for a broad communications campaign to address COVID-19 vaccine concerns. From May 2021 through June 2022, MFH led a COVID-19 vaccine messaging campaign informed by public opinion research. The campaign aimed to provide all Missourians, and especially communities experiencing inequities in health outcomes, with the information necessary to make the best decisions for themselves and their families.
In late 2021, MFH partnered with Engage R+D to learn from this campaign. The learning effort told the story of the campaign and lessons that it offers about messaging campaigns and working in the context of a pandemic and divisive political environment. This summary highlights considerations for philanthropic organizations, communications teams, and community-based organizations looking to support or implement similar campaigns.
