Fighting vaccine hesitancy A slew of good COVID-19 vaccine news in recent weeks suggests there is a light at the end of our collective pandemic tunnel. But to come out on the other side, most people must actually get vaccinated, something a large share of the American public is still hesitant to do.  A Gallup poll conducted in late October and early November found that 42 percent of Americans wouldn’t take a coronavirus vaccine, though, in a good sign, that’s down from 50 percent in September. Underrepresented groups who’ve been disproportionately affected by the pandemic express even more skepticism. Only 14 percent of Black Americans and 34 percent of Hispanic Americans say they trust that a coronavirus vaccine will be safe, according to a November 23 survey from the nonprofit COVID Collaborative and other groups including the NAACP. In such an environment, how we talk about the vaccine matters. The United Nations Verified program, developed to combat COVID-19 misinformation, and the Center for Public Interest Communications at the University of Florida College of Journalism and Communications teamed up to provide some communication guidelines to help build public trust in vaccines. Although these tips are intended for experts, here’s some of the advice that caught our eye: Evoke effective emotions Fear and shame are unlikely to spur people to take a vaccine, as fear can inhibit action and shame can backfire. Instead, experts suggest evoking more constructive emotions like awe, hope and parental love to motivate people to act. Be aware of different relationships to vaccines Communities have varied histories with vaccines and medical treatments, which can influence their trust. For example, Black Americans’ skepticism toward new medical interventions may stem from historical mistreatment, such as during the Tuskegee Syphilis Study, where 600 Black Americans were enrolled in a study of untreated syphilis without their full consent.  Be clear about your motivations People can build trust and be most effective when they’re upfront about why they’re asking people to take a particular action. Transparency can stave off suspicion around why someone is advocating for vaccines.