How do we convince vaccine skeptics?

The Challenge

A parent’s main priority is to protect their child, and yet many are choosing not to vaccinate their children against certain types of cancers. This set us up to answer a daunting question for a global pharmaceutical company:

What's standing in the way of some parents choosing a vaccine that's been proven to prevent cancer, and how do we convince them otherwise?

The Approach

We started by consulting with parenting experts to gain insight into the state of modern parenting and how parents view their roles.

Next, we spoke directly with parents who were skeptical or undecided about the cancer prevention vaccine to identify the barriers and biases that were holding them back, and what we could do to change their minds.

Using Blography, our proprietary online journaling platform, we asked parents to take us with them on their journey, and through empathy mapping, dug even deeper to uncover a key mental barrier that no other childhood vaccine faces.

The Now What?

Armed with this knowledge, we developed an action plan to help ease parents' hesitations, delays, or resistance and empower them to fulfill their role as protectors.