epidemiology-public-health-implementation, science-brief
| June 23, 2021
Strategies to Support Ontarians’ Capability, Opportunity, and Motivation for COVID-19 Vaccination
As of June 12, 2021, over 7 million (more than 51%) Ontarians have been vaccinated with one dose of a COVID-19 vaccine and over 1 million (more than 12%) have received two doses.1
Most (76%) Ontarians report wanting to get a COVID-19 vaccine;2 however, getting vaccinated against COVID-19 requires more than motivation alone. A combination of capability, opportunity and motivation (key drivers of behaviour) are needed to ensure everyone who wants to get vaccinated, is able to do so.3 Of note, strategies to support these drivers of behaviour are not always available, or provided equally or consistently across Ontario.4,5
Behavioural science-informed strategies can address capability and opportunity barriers facing people who are already motivated to get vaccinated to get both doses of the COVID-19 vaccines. These strategies will be key to achieving the goal of a maximally vaccinated population. Among those with lower vaccine confidence,2 further addressing known motivation-related barriers can help support Ontarians in reaching the decision that is right for them. This includes leveraging trusted sources (such as health care professionals and community leaders) to address concerns about the speed of vaccine development and potential side effects, implementing supports to increase ease and opportunity for each dose, and employing effective communication (i.e., articulating when, where, and how) around available supports to enable capability and opportunity.
This brief is designed to complement and enhance existing vaccination rollout campaigns in Ontario. The intent is to provide behavioural science-informed insights into which strategies and policies can be leveraged to address multifaceted vaccination barriers, enabling Ontarians to get each dose. As vaccine supply continues to increase in the province, this strategy will accelerate Ontario’s race to maximize immunity and support a post-pandemic Ontario.