Dubé Eve, Gagnon Dominique, Vivion Maryline
Institut national de santé publique du Québec, Québec, QC.
Centre de recherche du CHU de Québec-Université Laval, Québec, QC.
Can Commun Dis Rep. 2020 Feb 6;46(2-3):48-52. doi: 10.14745/ccdr.v46i23a05.
Vaccine hesitancy (the reluctance to accept recommended vaccines) is a complex issue that poses risk communication challenges for public health authorities and clinicians. Studies have shown that providing too much evidence on vaccine safety and efficacy to those who are vaccine-hesitant has done little to stem the growth of hesitancy-related beliefs and fears. The objective of this paper is to describe good practices in developing communication materials to address vaccine hesitancy. An inventory of vaccination communication materials in Canada was assessed according to the Council of Canadian Academies Expert Panel on Health Product Risk Communication Evaluation (2015). Many of the current communication products could be improved to better align with evidence-based risk communication best practices. Five best practices were identified. First, identify target audience and establish trust. Second, provide both the risks and benefits of vaccination, as most people are looking for balanced information. Third, give the facts before addressing the myths. Fourth, use visual aids. Fifth, test communication material prior to launch. Applying these best practices to current or future communication products will help vaccine providers (including physicians, nurse practitioners, pharmacists, public health professionals) to develop communication materials that are sensitive to the complex ways that people process and value information and thus more likely to optimize vaccine uptake in their communities.
疫苗犹豫（即不愿接受推荐疫苗）是一个复杂问题，给公共卫生当局和临床医生带来了风险沟通挑战。研究表明，向那些对疫苗持犹豫态度的人提供过多关于疫苗安全性和有效性的证据，对于遏制与犹豫相关的信念和恐惧的增长收效甚微。本文的目的是描述在开发应对疫苗犹豫的宣传材料方面的良好做法。根据加拿大科学院健康产品风险沟通评估专家小组（2015年）对加拿大疫苗接种宣传材料的清单进行了评估。目前许多宣传产品可以改进，以更好地符合基于证据的风险沟通最佳做法。确定了五项最佳做法。第一，确定目标受众并建立信任。第二，提供疫苗接种的风险和益处，因为大多数人寻求的是平衡的信息。第三，在破除误解之前先陈述事实。第四，使用视觉辅助工具。第五，在发布宣传材料之前进行测试。将这些最佳做法应用于当前或未来的宣传产品，将有助于疫苗提供者（包括医生、执业护士、药剂师、公共卫生专业人员）开发对人们处理和重视信息的复杂方式敏感的宣传材料，从而更有可能在其社区中优化疫苗接种率。
