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Table 6 Key findings for the COVID-19 vaccination acceptance communication campaign

From: COVID19 vaccine intentions in South Africa: health communication strategy to address vaccine hesitancy

Responsive: People are educated about risk, believe in the efficacy and respond by taking protective action.

40% of population are responsive.

Vaccine hesitancy is 26%.

Profile: Older, educated, married, well-informed

Communication focus: Provide calls to vaccination and make vaccination available.

Provide clear information on COVID19 vaccine side effects and effectiveness

Denial: People are aware of the risks but feel helpless to respond effectively.

7% of population fall in this category.

Vaccine hesitancy is 27%.

Profile: Non-black African, religious

Communication focus: Less focus on health-risk messaging and more on protective danger control through educating about solutions

Provide clear information on COVID19 vaccine side effects and effectiveness

Low risk: Due to the low-risk perception, people do not enter into efficacy assessment.

52.6% of population fall in this category

Vaccine hesitancy is highest at 31%.

Profile: Young, low education, single status, less informed, low income

Communication focus: Educate through health-risk messaging, risk and protective danger control through awareness about solutions.

Provide clear information on COVID19 vaccine side effects and effectiveness