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

I was delighted to hear a great “label” for the current audience focus for COVID Vaccines.

The news reporter described the current focus for vaccines as a group being called: “The Movable Middle”.

He elaborated that this was a group that was hesitant, and did not see themselves as vulnerable, and that he noticed many messages lately are being used to increase perceptions of vulnerability.

I doubt the reporter was familiar with the Diffusion Curve (below) many of us have adopted for describing the audience “we were born for”, but it was clearly consistent with our perceptions of this group as open to change, but having barriers that need to be addressed, and potential benefits they need to believe will make it worth it.