The gradual and very public rollout of the new vaccines provides the opportunity to make vaccination for COVID a new norm—something that everyone will be doing. Studies show people make choices such as buying flood insurance or solar panels for their home because their neighbors have done so, “and the exact same thing is true for vaccinations,” observes Dietram Scheufele, a professor of life sciences communication at the University of Wisconsin–Madison. He and Milkman think it might be a good idea to hand out stickers that say, “I got vaccinated,” much like the “I voted” stickers used to propel people to the polls, or to do the digital equivalent with a Facebook profile filter. If celebrities and sports stars join the trend, so much the better.
University Communications