Published studies remain relatively small in number, and few studies have measured health-behaviour outcomes in non-student participants. However, health-related narrative persuasion research is still emerging. 10 Scholars of vaccine communication have recently directed their interest to using narrative effectively as well, such as describing people feeling secure at recognising that they and their loved ones are protected by vaccination, or describing an experience of a person whose health suffered because of a preventable disease. 9 These antivaccination messages often use an emotional narrative of alleged victims of a vaccine’s side effects. Especially in vaccination promotion, using narrative is proposed to counter antivaccination messages in mass media and on the internet, which propagate doubt, fear and opposition to vaccination. Therefore, I recommend you receive the COVID-19 vaccine to prevent severe illness due to infection’. 7 8 Narrative refers to the use of case stories or examples to support the argument offered by the communicator, 8 such as ‘I suffered greatly from the COVID-19. Using narrative to motivate health behaviour is an emerging form of persuasion in public health communication. 2–5 Communication can be an effective tool, if used in a planned and integrated strategy, to counteract vaccine hesitancy and promote optimal vaccine uptake. 1 Vaccine hesitancy impeding uptake of vaccines against measles, mumps, and rubella and COVID-19 vaccines is a global problem.
Vaccine hesitancy, defined as ‘delay in acceptance or refusal of vaccines despite availability of vaccination service’, is a problem attracting growing attention and concern. In the past decade, however, a growing number of individuals have begun to perceive vaccination as risky.
Vaccines have long been lauded as one of the most important public health achievements of the past century.
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