The Association Between the We Can Do This Campaign and Vaccination Beliefs in the United States, January 2021–March 2022

Figures & data

Table 1. Descriptive statistics of the study sample (n = 4,109) for survey waves 1–4 (January 2021-March 2022) among U.S. Adults

Individual Respondent-Level Variables		Weighted (%)	Unweighted (%)
Income	Less than $50,000	45.7%	44.0%
	$50,000–$74,999	19.9%	20.7%
	$75,000–$100,000	12.9%	13.3%
	Greater than $100,000	22.2%	22.1%
Gender	Male	48.5%	48.7%
	Female	51.8%	51.3%
Age	Age 18–24	11.3%	5.7%
	Age 25–44	35.1%	43.6%
	Age 45–64	32.7%	29.5%
	Age 65 and Older	21.6%	21.2%
Education	No College	37.5%	21.1%
	Some College	27.9%	44.0%
	College Graduate or Beyond	35.1%	34.9%
Essential Worker Status	Essential Worker	32.1%	34.9%
	Non-Essential Worker	68.1%	65.2%
Political Ideology	Liberal	27.9%	30.1%
	Moderate	37.9%	36.4%
	Conservative	34.7%	33.5%
Health Condition	Pre-Existing Health Condition	63.8%	64.2%
	No Pre-Existing Health Condition	36.5%	35.8%
Rurality	Urban	38.8%	42.3%
	Suburban	43.6%	41.3%
	Rural	18.1%	16.4%
Race/Ethnicity	Non-Hispanic White	63.0%	61.8%
	Non-Hispanic, Another Race	8.8%	7.4%
	Non-Hispanic Black	12.4%	10.6%
	Hispanic/Latino	16.6%	20.2%

Number of respondents is 4,109. Wave 1 respondents were used. Percentages may not sum to 100% due to rounding.

Table 2. Cumulative campaign digital impressions and vaccination belief scales

	(1) COVID-19 Vaccine Concerns and Perceived Risks	(2) Importance of COVID-19 Vaccination	(3) Perceived Benefits of COVID-19 Vaccination	(4) Normative Beliefs about COVID-19 Vaccination	(5) Perceptions about General Vaccine Safety and Effectiveness
	β (SE)	β (SE)	β (SE)	β (SE)	β (SE)
Main Independent Variable
Cumulative Campaign Digital Impressions	-1.01e-07** (3.46e-08)	5.60e-08 (4.11e-08)	1.14e-07** (3.87e-08)	6.69e-08 (3.55e-08)	5.70e-08 *(2.64e-08)
Covariates
Income	−0.081*** (0.012)	0.063*** (0.014)	0.061*** (0.012)	0.059*** (0.012)	0.046*** (0.009)
Female	0.204*** (0.267)	−0.184*** (0.032)	−0.134*** (0.028)	−0.108*** (0.027)	−0.064** (0.022)
Age	−0.245*** (0.016)	0.285*** (0.019)	0.201*** (0.016)	0.207*** (0.016)	0.143*** (0.013)
Education	−0.206*** (0.019)	0.163*** (0.023)	0.170*** (0.020)	0.151*** (0.019)	0.147*** (0.016)
Essential Worker	0.054* (0.024)	−0.054 (0.029)	−0.028 (0.026)	−0.013 (0.024)	−0.006 (0.019)
Political Ideology	0.468*** (0.017)	−0.561*** (0.020)	−0.449*** (0.018)	−0.431*** (0.017)	−0.389*** (0.014)
Pre-Existing Health Issues	−0.045* (0.019)	0.064** (0.023)	0.030 (0.021)	0.059** (0.020)	0.056*** (0.015)
Rurality	0.073*** (0.019)	−0.118*** (0.024)	−0.090*** (0.020)	−0.102*** (0.019)	−0.052** (0.016)
Non-Hispanic Black	0.335*** (0.044)	−0.149** (0.054)	−0.122** (0.046)	−0.200*** (0.044)	−0.263*** (0.036)
Hispanic	0.187*** (0.036)	0.089* (0.044)	0.058 (0.038)	0.067 (0.036)	−0.067* (0.029)
Non-Hispanic, Another Race	0.118* (0.052)	0.128* (0.063)	0.058 (0.054)	0.084 (0.052)	−0.051 (0.042)
At Least One COVID-19 Dose Population %	−0.001* (0.001)	0.001 (0.001)	0.001 (0.001)	0.000 (0.001)	0.000 (0.000)
Intercept	2.371*** (0.095)	4.181*** (0.115)	3.947*** (0.099)	3.978*** (0.095)	3.919*** (0.044)
DMA Variance	0.001 (.002)	0.006 (.005)	0.003 (.004)	0.000 (.002)	0.000 (.002)
Respondent Variance	0.568 (0.016)	0.827 (0.023)	0.588 (0.017)	0.558 (0.016)	0.386 (0.010)
Number of Waves	4	4	4	4	4
Number of DMAs	207	207	207	207	207
Number of IDs	4,132	4,132	4,123	4,125	4,122
N	8,978	8,955	8,859	8,907	8,836

*p < .05, ** p < .01, ***p < .001; two-tailed tests. The values for each variable are coefficients and the standard errors are in parenthesis. DMA stands for designated market area. The values for DMA variance and ID variance are random effects parameters and not coefficients.

Figure 1. Predictive Margins of the Vaccination Belief Scales.

95% confidence intervals and predicted probabilities at means and 1 million cumulative Campaign digital impressions (within 2 standard deviations).

Table 3. Main results of vaccination belief scales that were less focal to the campaign during the study period (January 2021–March 2022)

	Trust In Science	COVID-19 Information Burnout	(3) COVID-19 Indifference
	β (SE)	β (SE)	β (SE)
Main Independent Variable
Cumulative Campaign Digital Impressions	−8.41e-09 (1.33e-08)	1.51e-09 (2.99e-08)	5.52e-09 (3.45e-08)
Covariates
Income	−0.004 (0.003)	−0.002 (0.008)	−0.012 (0.012)
Female	−0.006 (0.007)	−0.069*** (0.017)	−0.089** (0.027)
Age	−0.010* (0.004)	−0.127*** (0.011)	−0.228*** (0.016)
Education	−0.016** (0.005)	0.004 (0.012)	−0.106*** (0.020)
Essential Worker	0.012 (0.007)	0.081*** (0.017)	0.092*** (0.024)
Political Ideology	0.054*** (0.004)	0.238*** (0.011)	0.601*** (0.017)
Pre-Existing Health Issues	0.005 (0.006)	−0.009 (0.015)	−0.072*** (0.019)
Rurality	−0.004 (0.005)	0.014 (0.013)	0.069** (0.021)
Non-Hispanic Black	0.039*** (0.011)	−0.219*** (0.029)	−0.257*** (0.046)
Hispanic	0.063*** (0.009)	−0.052* (0.024)	−0.017 (0.038)
Non-Hispanic, Another Race	0.054*** (0.013)	−0.054 (0.035)	−0.088 (0.054)
At Least One COVID-19 Dose Population %	0.000 (0.000)	0.000 (0.001)	0.000 (0.000)
Intercept	3.035*** (.024)	1.714*** (.063)	1.977*** (.098)
DMA Variance	0.000 (0.000)	0.000 (0.000)	0.007 (0.004)
ID Variance	0.023 (0.001)	0.204 (0.007)	0.609 (0.017)
Number of Waves	4	4	4
Number of DMAs	206	207	207
Number of IDs	4,112	4,122	4,123
N	8,783	8,919	8,878
AIC	60492.09	48623.68	62627.37
BIC	60634.15	48765.73	62769.43

* p < .05, ** p < .01, *** p < .001; two-tailed tests. The values for each variable are coefficients and standard errors are in parenthesis. The values for DMA variance and ID variance are random effects parameters.