Who Are the Anti-Vaxxers?

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Vaccinations have prevented humans from a variety of diseases, though they're not widely popular. Since the COVID-19 pandemic began, a variety of sources have voiced skepticism about it being real. It should come as no surprise that the vaccine for COVID would also be met with skepticism. This project seeks to explore the identities of the vaccine hesitant and to take into consideration the messaging they hear across their networks.

Who Are the Anti-Vaxxers?

What's the problem?

How might we better understand the very different backgrounds, life experiences, and motivations of individuals who remain opposed to the Covid-19 vaccine? What about those characteristics could be used to tailor pro-vaccination messaging to those individuals?

What's the solution?

Despite the recommendations of medical doctors, virologists, immunologists, and other public health professionals, some persons remain vaccine resistant (or hesitant). Using what we know about these individuals, can we present reasons for vaccinations that inspire confidence and action to that end? Can we, by using what we are able to know about vaccine resistant (or hesitant) persons, craft messaging that would be effective?

What's the goal?

For this project, I stripped 30 quotes from stories, anecdotes, and discussions surrounding vaccine resistance. I then categorized the “personalities” into four categories: Unflappable, Unlikely, Maybe, and Hesitant. Then researched what characteristics were common across all groups, and used that information to determine the best way to reach each group.

What's the timeframe?

This project took two and a half months.

Who is responsible for this?

I was provided a prompt for this solo project, and was given room to determine what the best solution to the question, “Who are the Anti-Vaxxers?”

What tools were used?

This project was completed using Photoshop, Illustrator, InDesign, and Procreate on a MacBook Pro and an Ipad.

Research & Demographics?

This project intends to identify different types of vaccine hesitancy or rejection among otherwise disparate groups, and then determine the best way to engage those different groups with vaccine encouragement. It’s interesting to me that two people who are vaccine resistant may come from completely different backgrounds and life experiences, and aside from the rejection of vaccination may have little else in common.


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