“COVID is a huge jigsaw puzzle that I am trying to make sense of myself”: Exploring the perceptions towards the COVID-19 vaccine communication strategy in Australia amongst unvaccinated Australian adults

The COVID-19 pandemic and the associated introduction of a novel vaccine has provided researchers with the opportunity to investigate how to support vaccine acceptance and reduce hesitancy using novel approaches. This study aimed to understand the perceptions of COVID-19 unvaccinated Australian adults towards the COVID-19 vaccines and the factors influencing their vaccine decision-making. We also explored their attitudes towards vaccine communication strategies and the availability and quality of resources to support decision-making and preferences during future public health emergencies. In-depth interviews were undertaken with 35 members of the Australian community who self-identified as being unvaccinated against COVID-19 from September to December 2021 and did not intend to vaccinate. Key themes that emerged focused on past experiences of vaccination, feelings of being coerced or pushed into vaccination, concerns about transparency around the development processes used for the COVID-19 vaccines, the value of getting vaccinated and issues regarding the mandates being used. Participants acknowledged that they would be open to talking to peers but held some reservations about the process.Requirements for vaccination have now been lifted in many countries. While governments should continue to strive to promote COVID-19 primary and booster vaccines going forward, this research suggests that there will be a small proportion of the community who continue to actively decline the vaccine. Further work is needed to understand the strategies that can support decision-making during pandemics amongst people who remain uncertain about the need for the vaccines or are concerned about vaccine safety. This includes innovatively exploring the role of peer-to-peer communication and the influence it may have on correcting misunderstandings and supporting confidence.