HHS COVID-19 Public Education Campaign Creative Testing Focus Groups

Example Stimuli for
Qualitative Creative Testing

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Next, we’re going to look at some different statements that could be made about a COVID-19 vaccine once it is
ready and available to you. As we go through each, I want you to think about how convincing this is as a reason
for you to get a COVID-19 vaccine once it is ready and available to you.
By getting a COVID-19 vaccine, I am helping keep myself healthy.
By getting a COVID-19 vaccine, I am helping keep my loved ones and my community healthy.
Getting a COVID-19 vaccine is important because it will help ensure my children and grandchildren can
continue our culture and traditions.
Getting a COVID-19 vaccine will help get us one step closer to normal. (PROBE ON WHAT NORMAL MEANS
AND LOOKS LIKE.)
I trust a COVID-19 vaccine will only be approved if it is safe and effective.
A few days of feeling flu-like symptoms is worth the benefit of being protected against COVID-19.

SAMPLE MESSAGE FRAMES