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Building COVID-19
Vaccine Confidence:
Communication Tips and
Strategies
Desarrollando la confianza
en la vacuna contra COVID:
Estrategias de mensajería
Presented by
Robyn Correll, MPH, CHWI
on May 5, 2021
Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.
Interpretation Interpretación
Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.
Robyn Correll, MPH, CHWI
Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.
Learning Objectives Objetivos de Aprendizaje
Explain factors that contribute Explicar los factores que influyen en
to vaccine decisions. nuestras decisiones sobre vacunas.
Respond to questions or Responder a preguntas o
concerns about COVID-19 inquietudes sobre las vacunas
vaccines. contra COVID-19.
Discuss what is known about the Discutir lo que se sabe sobre los
risks and benefits associated riesgos y beneficios asociados con
with COVID-19 vaccines las vacunas contra COVID..
Describe how health experts test Describir como los expertos de
and monitor COVID-19 vaccines salud prueban y monitorean la
for safety. seguridad de las vacunas contra
COVID.
Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.
Pfizer Moderna Johnson &
• 12+ • 18+ Johnson
• 2 doses dosis • 2 doses dosis • 18+
• 21 days días • 28 days días • 1 dose dosis
All three currently available COVID vaccines
are very good at protecting people from
hospitalization and death.
Las tres vacunas COVID disponibles son muy
buenas para proteger a las personas de ser
hospitalizados y de la muerte.
Source: CDC, Different COVID-19 Vaccines Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.
Side effects Efectos secundarios
In the arm where you En el brazo donde
got the vaccine: recibió la vacuna:
• Pain • Dolor
• Redness • Enrojecimiento
• Swelling • Hinchazón
In the rest of your body: En el resto de tu cuerpo:
• Tiredness • Cansancio
• Headache • Dolor de cabeza
• Muscle pain • Dolor muscular
• Chills • Escalofríos
• Fever • Fiebre
• Nausea • Náusea
Source: CDC, Selected Adverse Events
Reported after COVID-19 Vaccination Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.
Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.
A lot can influence our vaccine decisions.
Mucho puede influir en nuestras decisiones sobre vacunas.
Attitudes, biases Trust, experiences,
Actitudes, perjuicios beliefs, social norms
Confianza, experiencias,
creencias, normas sociales
Thoughts, feelings
Pensamientos,
sentimientos Values, identity,
worldview
Valores, identidad,
cosmovisión
Source: Vaccine Misinformation
Management Field Guide Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.
People can sometimes believe misinformation because…
Personas pueden creer información errónea porque…
It’s seen over It makes people It doesn’t look
People don’t We trust the
and over again. feel strong like
pause to think source of the
Se ve con emotions. about it. misinformation. misinformation.
frecuencia. Les hace sentir No se detienen a No parece Confiamos en la
emociones pensar en ello. desinformación. fuente de la
fuertes. desinformación
Source: The Debunking Handbook Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.
There is no “One Size No existe un enfoque
Fits All” approach to universal para
increasing vaccine establecer la confianza
confidence. en las vacunas.
✓ Adapt the message (and
✓ Adapte el mensaje (¡y el
messenger!) to the individual
mensajero!) a la persona y las
and circumstance.
circunstancias.
✓ Use a mix of storytelling and
✓ Utilice una combinación de
statistics.
narraciones y estadísticas.
✓ Leave the door open for
continued conversation. ✓ Deje la puerta abierta para
continuar la conversación.
✓ Respect their autonomy.
Vaccination is ultimately ✓ Respete su autonomía. La
a personal decision. vacunación es, en última instancia,
una decisión personal.
Source: National Institutes of Health, COVID-19 Vaccination* Communication: Applying
Behavioral and Social Science to Address Vaccine Hesitancy and Foster Vaccine Confidence Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.“Inoculation” “Inoculación”
Help protect people from Ayude a proteger a las personas
misinformation by showing them de la información errónea por
“a weakened version of the mostrándoles “una versión
misleading tactics used in debilitada de las tácticas
misinformation or the hidden engañosas que se emplean en
motives of the disinformation dichas informaciones o a los
authors, and a refuted version of motivos ocultos de los autores
the message beforehand.” de la desinformación, así como
a una versión refutada de dichos
—Vaccine Misinformation
mensajes.”
Management Field Guide
—Guía práctica para
gestionar las informaciones
erróneas sobre las vacunas
Source: Vaccine Misinformation Management Field Guide Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.Debunking Desacreditar
Hecho
Fact Empiece con la verdad. Exponga los hechos con
Lead with the truth, state the facts clearly. Do not try claridad. No trate de refutar las informaciones
to refute the misinformation, just state what is true. erróneas y limítese a exponer la verdad.
Advertencia
Warning Haga una advertencia explícita sobre las informaciones
An explicit warning that misinformation is coming, erróneas, la cual puede incluir una versión atenuada de
which may contain a weakened version of the estas. Repita las informaciones erróneas una sola vez.
misinformation. Only repeat the misinformation once.
Falacia
Fallacy Explique por qué las informaciones erróneas son
Explain why the misinformation is wrong and explain incorrectas y describa las tácticas engañosas concretas
the specific misleading tactics being employed or que se están empleando o ponga de relieve los motivos
highlight the hidden motives of the authors of the ocultos de los autores de la desinformación.
disinformation.
Hecho
Fact Repita la verdad. Este paso es crucial, ya que la
Repeat the truth. This is crucial because the información correcta alternativa suple la “laguna”
alternative correct information fills the mental ‘gap’ mental generada por la corrección. Haga que los
generated by the correction. Make the facts ‘stickier’ hechos resulten “más pegajosos” que las
than the misinformation. informaciones erróneas
Source: Vaccine Misinformation Management Field Guide Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.Anti-Vaccine Activist Activista Antivacunas
The COVID vaccine was developed La vacuna contra COVID se desarrolló
recently. We can’t trust it. recientemente. No podemos confiar en
ella.
NON-REPUTABLEWEBSITE.COM
Scary, Misleading Headline Here SITIO-WEB-NO-RESPETABLE.COM
Titular aterrador y engañoso aquí
Like Reply 30m
Me gusta Responder 30m
Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.Robyn Correll Robyn Correll
We have more safety data on COVID Tenemos más datos de seguridad sobre las
vaccines than we do for many vacunas contra COVID que para muchas
vitamins sold in the U.S. de las vitaminas que se venden en los
A common myth is that “new” EEUU.
vaccines are totally untested. Un mito común es que nunca se han
These claims are often pushed by probado vacunas "nuevas".
anti-vaccine activists who want to
Estos mitos a menudo son compartidos
drive traffic to their website to make
por activistas antivacunas que quieren
money, including some who sell
generar tráfico en su sitio web para ganar
nutritional supplements as an
dinero, incluyendo algunos que venden
alternative to vaccination. They prey
suplementos nutricionales como
on fear or mistrust to try and drive
alternativa a la vacunación. Se
people away from vaccines and
aprovechan del miedo o la desconfianza
toward whatever it is they’re selling.
para tratar de alejar a la gente de las
vacunas y acercarla a lo que sea que
estén vendiendo.
Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.But unlike nutritional supplements, Pero a diferencia de los suplementos
COVID vaccines had to be tested in nutricionales, las vacunas COVID tuvieron
tens of thousands of people before que probarse en decenas de miles de
they could be sold in the U.S. And personas antes de que pudieran venderse
the data from those studies had to be en los EE. UU. Y los datos de esos
reviewed by a panel of independent estudios se revisaron por un grupo de
health experts to make sure the expertos en salud independientes para
vaccines were safe and effective. asegurarse de que las vacunas fueran
seguras y eficaz.
Even now, the vaccines are watched
closely through multiple monitoring E incluso ahora, las vacunas se vigilan por
systems to verify that there aren’t varios sistemas de monitoreo para
any serious risks that were too rare verificar que no haya riesgos graves que
to be seen in clinical trials. fueran demasiado raros para verse en los
Few medical products — including estudios clínicos.
vitamins — have as high a bar for Pocos productos médicos, incluidas las
safety as vaccines. vitaminas, tienen un nivel de seguridad
Like Reply 5m tan alto como las vacunas.
Me gusta Responder 5m
Sources: Children’s Hospital of Philadelphia, Questions and Answers about COVID-19 Vaccines
Food and Drug Administration, Questions and Answers on Dietary Supplements
Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.CASE Approach Método CACE
Corroborate
C
Corroborar
C
Acknowledge their concern and find some point on Reconozca su preocupación y encuentre algún punto
which you can agree. Set the tone for a respectful, en el que pueda estar de acuerdo. Establezca el
successful talk. tono para una charla exitosa y respetuosa.
About Me
A
Acerca de mí
A
Describe what you have done to build your knowledge
Describa lo que usted ha hecho para construir su
base and expertise about their specific concern.
base de conocimientos y experiencia sobre la
preocupación específica.
Science
S Describe what the science says in an accessible way.
Be truthful and transparent. Avoid exaggerating
benefits or minimizing risks. C
Ciencias
Describa lo que dice la ciencia de forma
accesible. Sea sincero y transparente. Evite
exagerar los beneficios o minimizar los riesgos.
Explain/Advise
E Give your recommendation, based on the science.
Draw on positive emotions rather than fear or shame.
E
Explicar
Explique su recomendación, basado en la ciencia.
Aproveche las emociones positivas en lugar del
miedo o la vergüenza.
Source: Autism Science Foundation, Alison Singer Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.I’m worried about Me preocupan los efectos
long-term side effects. secundarios a largo plazo.
COVID vaccines are new, so Las vacunas COVID son
I understand the desire to nuevas, así que entiendo el
want to “wait and see” what deseo de esperar y ver lo
happens to others. que les sucede a los demás.
Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.I read a really great article by Leí un artículo realmente
a vaccinologist on the excelente de un vacunólogo
Children’s Hospital of del Hospital Infantil de
Philadelphia website. In it, he Filadelfia. En él, dijo, aunque
said while researchers are los investigadores todavía
still doing studies to confirm, están realizando estudios
it’s highly unlikely that there para confirmar que no hay
will be any long-term or efectos secundarios a largo
delayed side effects. plazo o tardios, es muy poco
probable que los haya.
Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.In the 200 years we’ve been En los 200 años que hemos
using vaccines, only a few estado usando vacunas, solo
have had any delayed or unas pocas han tenido
long-term side effects. And all efectos secundarios tardíos o
of those were spotted within a largo plazo. Y todos ellos
8 weeks of the vaccine. fueron detectados dentro de
What’s more, COVID las 8 semanas después de la
vaccines might be new, but vacuna. Incluso, las
the technologies used to tecnologías utilizadas para
make the vaccines have fabricar las vacunas se han
been studied for years to estudiado durante años para
prevent other diseases, and prevenir otras enfermedades,
there haven’t been any y tampoco ha habido señales
warning signs that there are de advertencia de que esas
long-term side effects with vacunas tengan efectos
those vaccines either. secundarios a largo plazo.
Source: Children’s Hospital of Philadelphia, Questions and Answers about COVID-19 Vaccines Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.I was really reassured by that Eso me tranquiliza mucho,
— especially given how especialmente dado lo
much we know about the mucho que sabemos sobre
long-term effects of COVID. los efectos a largo plazo de
COVID.
I’ve gotten the vaccine, and I
hope you will too. He recibido la vacuna y
espero que usted también la
reciba.
Source: Children’s Hospital of Philadelphia, Questions and Answers about COVID-19 Vaccines Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.To build vaccine confidence, you need:
Para desarrollar la confianza en las vacunas, se necesita:
Trust Transparency Compassion
Confianza Transparencia Compasión
Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.Hey, do you need any ¿Necesita ayuda para
help getting a COVID conseguir una cita para la
vaccine appointment? vacuna contra COVID?
No thanks. I don’t know if No gracias. No sé si
I want to get vaccinated. quiero vacunarme
Yeah? Is something ¿Si? ¿Algo le
worrying you about it? preocupa?
Did you see that stuff Esas noticias sobre los
about the blood clots? coágulos de sangre… me
That’s scary. asustan.
Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.Yeah. The CDC found Sí. Los CDC encontraron
some cases of blood algunos casos de coágulos
clots in people who sanguíneos en personas que
got the Johnson & recibieron la vacuna de
Johnson vaccine. Johnson y Johnson.
It was actually kind of En realidad fue algo
amazing... Did you hear asombroso ... ¿Escuchó
about how they were cómo pudieron
able to find the cases? encontrar los casos?
No. What No. ¿Qué
happened? pasó?
Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.Researchers tested the Los investigadores
vaccine in ~40,000 people probaron la vacuna en
before it was released but aproximadamente 40.000
didn’t catch the risk personas antes de que la
because it’s so rare. autorizaran, pero no
detectaron el riesgo porque
es muy poco común.
Once the vaccine
started to be used in
more people though, the Una vez que la vacuna
safety systems set up to comenzó a usarse en más
monitor vaccines personas, se encontró por los
flagged it. sistemas de seguridad
establecidos para monitorear
las vacunas.
Source: FDA Briefing Document Janssen Ad26.COV2.S Vaccine for the Prevention of
COVID-19, Vaccines and Related Biological Products Advisory Committee Meeting
February 26, 2021
Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.But get this… roughly Pero escuche esto ...
6 MILLION people got the aproximadamente 6 MILLONES
vaccine, and it took just de personas se vacunaron, y
6 cases of the clots for solo se necesitaron 6 casos de
them to pause the vaccine coágulos para que pausaran la
so they could investigate. vacuna e investigaran.
Really? ¿De verdad?
Yeah. Did you hear why Sí. ¿Escuchó por qué
they decided to start decidieron comenzar a usar
using the vaccine again? la vacuna de nuevo?
No. Why? No. ¿Por qué?
Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.Well, after they Bueno, después de
investigated, they investigar,
found out that even descubrieron que
though the clots were aunque los coágulos
serious, they were also eran graves, también
really, really rare. You eran muy, muy raros.
have a better chance of Tiene más
being struck by posibilidades de ser
lightning than alcanzado por un rayo
experiencing these que de experimentar
clots after the vaccine. estos coágulos
después de la vacuna.
!
!
Source: CDC, Risk/Benefit assessment of thrombotic thrombocytopenic events
after Janssen COVID-19 vaccines: Applying Evidence to Recommendation
Framework, ACIP meeting April. 23, 2021
National Weather Service, How Dangerous is Lightning?
Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.Yeah, but more to the Sí, pero quizás más
point, when they importante, cuando los
compared the risk of expertos compararon el
these clots to the risks riesgo de los coágulos
of COVID, they realized con los riesgos de
that way more people COVID, se dieron cuenta
would likely be de que probablemente
hospitalized or die due más personas serían
to COVID if they hospitalizadas o morirían
stopped using the debido a COVID si se
vaccine. This risk from dejaba de usar la vacuna.
the vaccine is really Este riesgo de la vacuna
serious, but COVID is es grave, pero COVID es
still more dangerous. aún más peligroso.
Source: CDC, Risk/Benefit assessment of thrombotic thrombocytopenic events
after Janssen COVID-19 vaccines: Applying Evidence to Recommendation
Framework, ACIP meeting April. 23, 2021
National Weather Service, How Dangerous is Lightning?
Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.That all makes sense. Tiene sentido eso.
But I’m still not totally Pero todavía no me
comfortable risking it. siento confiado
ponerme la vacuna.
I get that.
Entiendo.
These clots weren’t
linked to Pfizer’s or Estos coágulos no son
Moderna’s COVID relacionados con las
vaccines. Do you think vacunas contra COVID
you might feel more de Pfizer o Moderna.
comfortable getting ¿Cree que podría
one of those? sentirse seguro
obteniendo uno de esos?
Source: CDC, Risk/Benefit assessment of thrombotic thrombocytopenic events
after Janssen COVID-19 vaccines: Applying Evidence to Recommendation
Framework, ACIP meeting April. 23, 2021
National Weather Service, How Dangerous is Lightning?
Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.Resources Recursos
COVID-19 Vaccination Communication: Applying Behavioral
and Social Science to Address Vaccine Hesitancy and Foster
Vaccine Confidence
https://obssr.od.nih.gov/wp-content/uploads/2020/12/COVIDReport_Final.pdf
Vaccine Misinformation Management Field Guide
Guía práctica para gestionar las informaciones erróneas sobre las
vacunas
vaccinemisinformation.guide
Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.Resources Recursos
Centers for Disease Control and Prevention
Cdc.gov/vaccines/covid-19/
Cdc.gov/vaccines/covid-19/info-by-product/clinical-considerations.html
Children’s Hospital of Philadelphia
Chop.edu/centers-programs/vaccine-education-center/
Vaccinate Your Family
Vaccinateyourfamily.org/covid19
Vaccines.gov
Vacunas.gov
Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.1-800-377-9968 Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.
Thank you to Gracias a
Claudia Gizell Aparicio Gamundi
Myrthala Almada, Translation Focus
Copyright © 2021 National Center for Farmworker Health, Inc. All Rights Reserved.También puede leer
