Effectivity of public health messages
| Characteristics | Vaccination status | ||
| 3+ doses | Offered but not received | Vaccine sceptics | |
| From a reliable source | 39% | 20% | 23% |
| Informative | 39% | 26% | 25% |
| Accurate | 35% | 27% | 37% |
| Easy to relate to | 27% | 21% | 17% |
| Concise | 24% | 8% | 11% |
| Memorable | 22% | 16% | 19% |
| Eye-catching | 20% | 19% | 13% |
| Achievable | 15% | 13% | 11% |
| Encouraging | 13% | 6% | 7% |
| Timely | 11% | 7% | 8% |
| None of the above | 4% | 17% | 14% |
| Do not know | 3% | 2% | 2% |
‘Which of the following, if any, do you think would be most important in making COVID-19 public health messages effective? Please select up to three’. Base: 1089 adults aged 16–75 years in Great Britain among whom have received 3+ COVID-19 vaccine doses (761), or have been offered but not received the COVID-19 vaccine (74), or who have been defined as ‘vaccine sceptics’ (96). Survey taken from 1 to 3 March 2022.