Cheat Sheet: Language that Works to Improve Vaccine Acceptance

It’s never been more important in public health to understand the perceptions of Americans and modify language accordingly. The de Beaumont Foundation has partnered with pollster Frank Luntz and data intelligence company Morning Consult on a series of polls and focus groups to identify messaging and language that is most likely to build support for public health measures and confidence in COVID-19 vaccines. One resource helpful for public health communicators is this worksheet: Language That Works to Improve Vaccine Acceptance Communications Cheat Sheet. The worksheet identifies proven words to use more vs. words to use less when communications about the COVID-19 vaccine.