Overcoming vaccine hesitancy

In the Spring of 1950, I was confined in the Georgetown University Hospital diagnosed with polio. Fortunately, I caught what was later named the “coxsackie virus” which mimics the polio virus by attacking the muscles but which does not cause paralysis. I was spared the use of an iron lung which infected patients were required to use at that time. Today, there are no manifestations of the illness except to my tailor, who is challenged by my shorter left leg.

A few years later, Dr. Jonas Salk invented the polio vaccine. For many, there was an initial hesitance to take the vaccine. The US Advertising Council initiated a campaign to convince one and all the efficacy of the vaccine – sometimes using celebrities to build confidence.

Today, the COVID-19 vaccine faces the same acceptance issues due to its accelerated development and the lack of historical data of its safety and efficacy. The fact that it is to be administered in two doses, each with possible side effects – fever, headaches, muscle pain – further complicates acceptance. Here in the Philippines, the fear from the Dengvaxia controversy will be a critical factor.

In the United States, 40 percent of the adult population will not take the COVID-19 vaccine, according to the latest PEW Research Center survey – well below the level for achieving community immunity. The Advertising Council will budget a $50-million campaign. Lisa Sherman, the president of the Council, said, “It’s our moonshot moment. We are approaching this with size and speed and the scale and urgency unlike anything ever done before.”

In my humble opinion, the Philippine advertising industry, with the support of the private sector, should react with the same vigor and urgency. Risk communication and community engagement will be very important to build trust and confidence. Vaccine safety as well as the implementation process must be explained. The message should be clear, transparent and understandable.

This must be done immediately, before the arrival of the COVID-19 vaccines. – Roberto R. Romulo, chairman emeritus, Zuellig Family Foundation