The United States is weathering one of the greatest health crises in our history. Fortunately, new vaccines offer hope that we can turn the tide against COVID-19 and get back to life and the things we love. Vaccines save lives. They also require trust, transparency and accountability.
This document provides general guidance for communicating about COVID-19 vaccines to workers, customers and other stakeholders. There’s no one-size-fits-all approach, so you should be prepared to customize outreach for groups with unique needs and questions. To help you get started, we’ve also prepared key messages, audience insights and guidance for responding to sensitive questions.
Americans are looking to employers and brands for trusted information about the pandemic, and they expect businesses to help lead our country toward a stronger, healthier future.
Businesses can help turn the tide against COVID-19 by delivering clear, consistent messages that are grounded in research and science. Here are some tips and tested messages.
ending the pandemic
back to life; back to “moments we miss” with family & friends
safe and effective vaccines
authorized by the FDA based on clinical testing
get the latest information
keep your family safe; keep those most vulnerable safe
medical experts and doctors
protocols / guidelines
policies that are based on facts/science/data
inform, educate, answer questions
people who still have questions about vaccines
defeat/crush/eliminate the virus
back to “normal”
the “vaccine” (singular)injection, shot
a vaccine developed quickly
Operation Warp Speed; Emergency Use Authorization
there are still things we don’t know
keep your community safe;keep your country safe
orders / imperatives / decrees
policies that are sensible / impactful / reasonable
people who are hesitant, skeptical, resistant, or “anti-vaxxers”