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Toolkit

Building Family Confidence in the COVID-19 Vaccine

Framing Strategies for School Nurses

If you are a school nurse, school health services coordinator, or anyone else who talks with families about COVID-19 vaccines, you’ve found your way to the right place. 

This toolkit offers evidence-based tips and techniques to support more productive conversations and communications about getting kids vaccinated. The resources here can equip you to build the confidence of families who have not yet vaccinated their children against COVID-19.

Table of Contents

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Toolkit

Message Moves that Build Vaccine Confidence

Here is a short list of five key moves to keep in mind as you navigate your way through conversations with families who have not yet vaccinated their child against COVID-19.

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Must-Have Messenger Mindset: It’s About the Relationship

Several attitudes and actions were effective at moving families toward accepting vaccines for their children.

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Building Trust in the Moment

A personalized, nonjudgmental, “listen and learn” approach is a must for building families’ confidence in childhood vaccines.

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Family Mindsets: What to Listen For

Understanding existing patterns of American thinking on vaccines can help us notice, analyze, and respond to parents’ and caregivers’ assumptions in a systematic and evidence-based way.

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Moving Mindsets: Techniques for Redirecting Thinking

Once you have identified the mindsets that are driving a family’s decision-making, select one to target for change.

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Words to Watch

Sometimes, a single word can make the difference between a conversation that goes well and one that goes astray.

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Key Messages

These three key messages are the main points to make with families.

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Responding to Vaccine Deniers in Public

Different strategies and techniques are required for conversation with a vocal vaccine denier in front of a public audience.

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Recommended Resources

You can learn more about FrameWorks research on vaccine communications in these resources.

About this Toolkit 

The National Association of School Nurses offers this toolkit as part of the Champions for School Health project, which aims to increase confidence in and access to pediatric COVID-19 vaccinations. Champions for School Health is created in partnership with the Institute for Educational Leadership and with the financial support of Kaiser Permanente.

This toolkit was designed and written by the FrameWorks Institute, a nonprofit that conducts social science research to understand and solve important communications challenges. FrameWorks’ research on childhood vaccine communications was conducted in partnership with the American Academy of Pediatrics.

If you are communicating with families about vaccination, you have permission to use and reproduce elements of this toolkit for yourself or other school professionals. All other rights are reserved by the FrameWorks Institute, according to these Terms of Use.

Issues
Children & Family Families Health
Countries
United States
Partners
National Association of School Nurses