Valuing Community: Framing Childhood Vaccines in Rural America

This memo, developed by the FrameWorks Institute in partnership with the American Academy of Pediatrics, offers strategies to encourage support for childhood vaccinations in rural communities.

Key Takeaways

• Focus on Community: Highlight how vaccinations benefit the entire community, rather than framing it as an individual responsibility.
• Use Relatable Metaphors: Compare vaccines to “Beginner Texts” or software updates to explain how they work and their collective benefits.
• Address Barriers: Acknowledge the unique challenges rural areas face, such as access to healthcare, and offer practical solutions.