Changing the COVID Conversation

This website highlights messaging, language, and approaches that are most likely to build support for public health measures and confidence in COVID-19 vaccines. The recommendations are based on a series of polls and focus groups conducted by the de Beaumont Foundation, Frank Luntz, and Morning Consult to better understand the perceptions of people in the United States.

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Building Trust

Building trust in COVID-19 vaccination and other public health interventions is fundamental to the work of public health and efforts to end the COVID-19 pandemic. We can build trust by combating misinformation, supporting trusted messengers and networks, improving our trustworthiness, and deepening relationships that engender trust over time. Building trust between public health and communities facilitates acceptance of public health interventions and can cultivate an equitable COVID-19 response now and conditions for well-being in the future.

Vaccination

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Public Health