COVID-19 vaccine messaging that focuses on personal benefits is most effective with those who are hesitant

But for the significant minority of people who remain sceptical about COVID-19 vaccination, another approach may be needed. Our study suggests that the best approach now may be putting personal benefits front and centre in media campaigns. Since the start of the COVID-19 vaccination programme in the UK in December 2020, acceptance rates in the population appear to have increased substantially. The effectiveness of the COVID-19 vaccination programme depends on mass participation: the greater the number of people vaccinated, the less risk to us all. We have highly effective COVID-19 vaccines, but there is also a crucial psychological aspect to their successful deployment.