OSU-Cascades Study Examined Vaccine Messaging

Researchers explored how value-based messaging influenced vaccination intentions among unvaccinated adults in 2021.

Updated on Oct. 13, 2026 in COVID-19

Isometric editorial illustration of two intersecting geometric stone arches in muted tones, representing the structure of health communication research. — Researchers at Oregon State University-Cascades found that vaccine-hesitant adults showed increased willingness to get vaccinated after reading value-based messaging. AI Illustration. Upload story photo >

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Should public health campaigns prioritize addressing personal values when communicating with hesitant populations?

Researchers at Oregon State University-Cascades published a study in 2021 that investigated how specific messaging techniques influenced vaccination intent among 1,170 unvaccinated U.S. adults. Participants reported higher willingness to get vaccinated after reading messages that addressed government distrust or affirmed personal liberty.

Why it matters

The study sought to identify communication strategies that allow health information to be more effectively heard and considered by vaccine-hesitant individuals. By tailoring messages to address underlying values, researchers aimed to bridge gaps in public health communication.

The study used a six-point scale to measure intent among 1,170 participants across two surveys conducted in the spring of 2021. Findings showed government-distrust messaging boosted intent to 65.6% vs. 49.5% for the control group.

The players

Oregon State University-Cascades

This is a branch campus of Oregon State University located in Bend, Oregon, that serves students in Central Oregon.

PLOS One

This is a peer-reviewed open-access scientific journal published by the Public Library of Science.

The details

Published in the journal PLOS One, the study utilized focus groups held in early 2021 to create four value-based slogans. Researchers randomly assigned participants to read either these slogans or a control message before reviewing vaccine information.

Researchers conducted focus groups with vaccine-hesitant adults in early 2021.
The team performed two online surveys during the spring of 2021.

Health Landscape

This research follows a pattern set by the Oregon State University-Cascades vaccine communication research program. The findings update historical evidence regarding how public health messaging evolves to address social and political factors influencing medical decisions.

The study suggests that medical information is better received when health providers acknowledge patient concerns rather than relying on strictly clinical data. This approach can help individuals feel more respected when discussing their health decisions with medical professionals.

The takeaway

Effective health communication often requires recognizing the specific personal values and concerns of the target audience. Tailoring messages to address these perspectives can create a more constructive environment for discussing medical information.