Nudging vaccine uptake
Visual language matters.
We’ve studied the behavioural science principles behind imagery and understand the importance of small, often subtle, visual cues.
Right now, this is very relevant in nudging vaccine adoption during the COVID-19 pandemic. We know that we need to represent vaccinations positively, safely and painlessly.
That’s why we put together an album of free, high res stock images for anyone to use, across any channel. Look out for these behavioural principles:
- There is a focus on the human element, rather than syringes, vials and needles.
- You can see the participants smiling (or at least, smizing) with their masks on.
- Getting your COVID-19 vaccination is also about protecting the country as a whole. Leverage this sense of unity and ubuntu by including patriotic elements in your images
- Visual cues such as the superman emblems convey the ‘hero’.
- Calming and trust colours of beige, blue and white feature in the clothing colours.
- A demographically representative group of participants show vaccine adoption across age and racial groups.
- Linguistic cues “Vaccine Hero” and “Smile” on the mask help to counter the lack of smiling.
- Facial expressions are neutral and happy; no painful grimaces or body language showing discomfort.
We encourage you to use these images for any vaccine reporting, campaigns or articles you publish to help us move one step closer to vaccine acceptance and ultimate population immunity.
