Written by Nancy Lee, as part of her Social Marketing Sightings theme.
Sighted on: CNN health

Social Issue: COVID-19
Social Marketing Strategy: Implementation Phases

In the U.S., on  June 17, 2022, a new phase for COVID-19 vaccinations was introduced.  The CDC announced that children ages 6 months to 5 years are now eligible for the COVID-19 vaccine, and that doctor’s offices, pharmacies and other providers such as health departments will start administering the shots this coming week.  Interestingly, and perhaps not surprising to social marketers, the CDC Director noted in a CNN interview that a survey indicated the following potential vaccine adoption rates, with statistics similar to the “Show Me. Help Me. Make Me.” model:

  • 18% of parents of children under 5 said would vaccine their child against Covid-19 as soon as a vaccine became available
  • 40% said they would “wait and see” before vaccinating their young children
  • 11% would get the vaccine for their kids only if required
  • 27% would “definitely not” get the vaccination.

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