COVID-19 Health Communication Playbook

Combating COVID-19 Vaccine Mis/Disinformation in Vulnerable Populations

What is the Playbook and why does it matter?

This resource was developed to help public health communicators better understand and navigate the dynamic landscape of communication about COVID-19 vaccination in communities that have been disproportionately affected by the ongoing pandemic. In particular, the Playbook incorporates best practices to monitor and combat misinformation and disinformation related to the COVID-19 vaccine.

image Go to Social Listening Go to Audience Analysis Go to Message Design Go to Message Delivery Go to Evaluation

The Problem with Mis/disinformation

Mis/disinformation about the COVID-19 vaccine can increase vaccine hesitancy among populations experiencing a disproportionate impact.

Misinformation is false information that is spread, regardless of whether there is intent to mislead.

Disinformation is deliberately misleading or biased information; manipulated narrative or facts; simply propaganda.

How to Use the Playbook

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Based on the Health Information Persuasion Exploration (HIPE™) Framework and informed by real-time discourse from online media collected using social listening tools and in-depth analysis, the Playbook will lead you through the process of audience analysis, message design, message delivery and evaluation of health communication strategies and campaigns to counter COVID-19 vaccine mis/disinformation, particularly in disproportionately affected populations.

The playbook is designed to allow you to easily  jump to sections of interest. To get the most out of the playbook, begin with Social Listening. The “Next Step” prompts on the bottom of each page will guide you through each section.

A printable companion worksheet   can help you document your thoughts in each section of the playbook. You can use the completed worksheet as you plan with your teams and communities.

Several resources are included throughout the playbook, and also summarized on our Resources page.

 The playbook is designed to allow you to  easily  jump to sections of interest. To get the most out of the playbook, begin with Social Listening. The “Next Step” prompts on the bottom of each page will guide you through each section.

A printable companion worksheet   can help you document your thoughts in each section of the playbook. You can use the completed worksheet as you plan with your teams and communities.

Several resources are included throughout the playbook, and also summarized on our Resources page.

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Approved for public release. Distribution unlimited. Case number 20-02597-3.

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