Best Practices of Vaccine Communications

Date of Completion


Degree Type

Honors Thesis


Marketing (MRKT)

First Advisor

Dr. Julian Saint Clair


This work seeks to provide insights that may respond to the question of how the branding techniques of the COVID-19 vaccine may have affected intent to vaccinate. Although there have been various methods of communication, this work focuses primarily on video advertisements both PSAs and company-created, the tone ranging from fear-based to informational to inspiring. The individual advertisements will be analyzed on their elements and purpose before examining how they related and affected human viewers. Combining interview data with secondary research has allowed the author to investigate other avenues of communication, and how vaccine communications has changed over time (pre-pandemic through to post-pandemic). Key insights will then be outlined and discussed to interpret the generalizability and meaning of the results.