Effective communication is always important in public health, and it’s never been more important to understand the perceptions of Americans and modify language accordingly. The de Beaumont Foundation partnered with pollster Frank Luntz on a series of three polls to identifying messaging and language that is most likely to build support for public health measures and confidence in COVID vaccines.

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From Concern to Confidence: GOP Insights, March 2021

What will it take to move from concern to confidence among one of the groups most likely to say they won’t get vaccinated? Our focus group on March 13 and national poll March 14-16 revealed the perceptions of Americans who voted for President Trump — how serious they think the threat of COVID is, their specific concerns about COVID vaccines, what would be most likely to influence their decision, and who the most effective messengers are. Watch clips from the focus group session, read an overview of the findings, and download the new “From Concern to Confidence” toolkit.


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Vaccine Acceptance, December 2021

The findings of our Dec. 21-22 national poll on “The Language of Vaccine Acceptance” reveal the urgent need for political and health leaders to adjust their messaging to improve confidence in COVID-19 vaccines. It was conducted by the de Beaumont Foundation and Frank Luntz in partnership with the American Public Health Association, the National Collaborative for Health Equity, and Resolve to Save Lives, an Initiative of Vital Strategies.

The poll identifies the language that will be most effective in reaching all Americans, especially those who are currently less likely to take a vaccine, including rural Americans, Republicans age 18-49, Black Americans 18-49, and women 18-49. Read an overview, download messaging tips, and explore the data.


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COVID Perceptions, November 2021

Ten months into the COVID-19 pandemic, Americans remained divided along party lines about how serious the virus is and what steps should be taken to contain it, according to our Nov. 21-22 poll.

The poll also reveals language that political and health leaders can use to reach all audiences, build trust in public health measures, and save lives. Read an overview, download messaging tips, and explore the data.