Written by Nancy Lee, as part of her Social Marketing Sightings theme.

Last week I shared noticing efforts focused on “The Help Me” group (shown in the Diffusion Curve below), a group a news reporter called “The Movable Middle.”

This week seemed all about the you’ll have to “Make Me” group. Of course, this is where we turn when we have mostly this group left to persuade.

Examples included:

• President Biden announcing that vaccines would be required for Federal Government employees, unless have a relevant medical condition.
• In Seattle, Google and Amazon employees being required to be vaccinated when returning in person to work facilities.
• Announcements from a couple of popular small restaurants where owners said only vaccinated guests would be admitted, and that they would need to show proof.

There is a lot of misinformation going around, and it’s important to have a clear understanding of how the COVID-19 vaccines work and why they’re so helpful. For information on the safety and efficacy of vaccines, visit the Johns Hopkins Medicine and World Health Organization’s websites.