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Kathryn E. Campbell
Managing Partner, Primitive Spark
User Experience Professionals Association
Board of Directors
Four strategies used to convince parents that
vaccination is safe and that there is no link
between vaccination and autism:
1. Correcting false claims with facts
2. Describing disease risks to unvaccinated
children
3. Disease narrative/”True Story”
4. Disease images
Vaccine Promotion Messaging
Four strategies used to convince parents that
vaccination is safe and that there is no link
between vaccination and autism:
1. Correcting false claims with facts
2. Describing disease risks to unvaccinated
children
3. Disease narrative/”True Story”
4. Disease images
Vaccine Promotion Messaging
“False beliefs, it turns out, have … to
do with self-identity: What kind of
person am I, and what kind of
person do I want to be? ”
Stephan Lewandowsky, researcher on
misinformation and false beliefs
But with the narrative they
create about their conditionI’m going to
prescribe some
medication, but
you also need to
make some
changes
I’m not normal.
Who will want to
be around me?
My life will never
be the same.