Although newly developed COVID-19 vaccines are poised to be a powerful tool in the control of the devastating
COVID-19 pandemic, the public’s confidence in and willingness to receive the vaccines will determine the
outcome of this mass-scale public health intervention. This report, which was developed in consultation
with leading experts in social and behavioral sciences and public health, outlines evidence-informed
communication strategies in support of national COVID-19 vaccine distribution efforts across federal
agencies and their state and local partners. The recommendations put forth are actionable and responsive to
the unique challenges faced by the United States in responding to the COVID-19 pandemic. The report relies
on a few foundational practices of effective health communication, namely coordinated communication
and consistent messaging, trust building through partnerships, consideration of different health
literacy levels in the population, and importantly, prioritizing equity in all aspects of communication. We
build on these foundational principles to outline three intersecting considerations for communication efforts
(What is being communicated, Who is the target of the message, and How the message is communicated),
along with concrete recommendations for targeted and tailored communication that responds to the needs
and perspectives of the intended audience.