Effect of informational videos on vaccine perceptions among unvaccinated individuals: a randomised educational intervention

Abstract

Introduction By 2022, COVID-19 vaccine uptake in the USA had plateaued. We tested whether unvaccinated individuals in 2022 were wilfully avoiding vaccine information, or if they would voluntarily accept vaccine education. Methods In this double-blind, parallel, randomised educational study, we recruited US residents to participate in an online survey-experiment between 27 January 2022 and 25 February 2022. Subjects were first screened for vaccination status. Unvaccinated individuals were then separately invited into the survey. We developed videobased informational interventions that provide detailed, yet easy-to-grasp, explanations of mRNA vaccine technology, development, testing and safety protocols, and potential side effects. Participants were randomised into three groups: (1) a control group who watched an unrelated placebo video, (2) a ‘video-optional’ group for whom every informational video was optional and (3) a ‘videorequired’ group for whom the vaccine-technology video was mandatory, but all other videos were optional. Primary endpoints were future COVID-19 vaccine uptake intentions, COVID-19 vaccine efficacy beliefs and COVID-19 vaccine side-effect concerns (all measured on a 100-point scale). Secondary endpoints measured information-seeking behaviour and trust in healthcare professionals. Results Relative to control (3014 participants), the video-optional group (1320 participants) exhibited a 0.09 standard deviation (95%CI 0.02 to 0.15) improvement in COVID-19 vaccine intentions, a 0.10 SD (95%CI 0.03 to 0.17) improvement in COVID-19 vaccine-efficacy beliefs, and a 0.14 SD (95%CI 0.07 to 0.21) improvement in COVID-19 side-effect concerns. The video-required group (2756 participants) yielded improvements, relative to control, of 0.07, 0.18 and 0.08 SDs in the respective categories (95% CIs 0.02 to 0.12, 0.13 to 0.23, 0.03 to 0.13). 55%–60% of the participants in both treatment groups watched optional videos. Conclusions Wilful avoidance of vaccine information does not appear to explain entrenched vaccine hesitancy. Impartial and detailed information may be an effective communication and policy tool.