Toolkit: Social Media Videos of Emotional Appeals for COVID-19 Vaccination

Toolkit from Made to Save provides five videos and sample social media copy featuring personal experiences of community members impacted by the COVID-19 pandemic. Videos include perceptions from parents, a family, a nurse, a physician, and a child of various races and ethnicities. This toolkit is intended to motivate communities of color and parents to get the COVID-19 vaccine for themselves and their children. Content has been message-tested and Made to Save found that people are still receptive to vaccine content, indicating that there’s still a chance to break through the noise and influence whether someone gets vaccinated or not. Videos with perspectives from Dr. Patel and "The Whole Family" have Flesch–Kincaid Grade Level scores below fourth grade.