A creative effort to use former President Donald Trump to persuade people to get a COVID19 vaccine shot appears to have paid off.
created by a team of political scientists and economists that featured Trump recommending COVID-19 shots led to increased uptake of the vaccines in U.S. counties that had low vaccination rates, concludes a new analysis.
Next, the team created a 30-second YouTube ad that featured a Fox News TV interview with Trump in which he recommends the vaccine, and another Fox story about how he had received it himself. Then they designed a study to assess its impact. “Usually, advertisements don’t have a clinical trial behind them,” Hetherington says.
The cost of the intervention, the researchers note, was just under $1 per vaccinated person. By comparison, Sweden paid people almost $25 to receive COVID-19 vaccines, and U.S. locales that used lottery tickets as a reward spent $60 to $80 per vaccination, notes co-author Steven Tadelis, a political scientist at the University of California, Berkeley. “So we’re talking up to two orders of magnitude cheaper,” Tadelis says.
Heidi Larson, who founded the Vaccine Confidence Project and is on an advisory council of a nonprofit that provided funding for the study, says the findings are important but tied to a political moment with specific populations. “Politics are volatile—not unlike vaccine sentiments—and timing is everything,” Larson says.
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