Increasing COVID-19 vaccine uptake among children is a complex challenge that will likely require many different strategies from Governors.
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Throughout 2022, the National Governors Association Center for Best Practices (NGA Center) partnered with the Behavioral Insights Team (BIT) to help Governors’ offices and state leaders develop effective COVID-19 vaccine campaigns. In a nine-month learning lab, state teams of three to four representatives convened in bi-weekly workshops to leverage BIT’s deep knowledge of applied behavioral science while developing accessible, timely campaigns. As part of the workshops, state teams wanted to learn which messaging strategies were evidence-based and most successful, but few messages had been tested specifically for COVID-19 vaccines. To fill this gap in evidence, BIT created an online trial to generate new learnings to inform states’ approaches to messaging.
During the learning lab, BIT presented potential concepts for an online experiment. State teams shared barriers they faced in administering the COVID-19 vaccine for children and most participants supported a trial focused on exploring pediatrician-caregiver interactions. With this input, BIT…
