CLEVELAND, Ohio – It’s hard to imagine that just a couple months ago, we faced long waiting lists for the COVID-19 vaccine, committed full days to hitting the “refresh” button on vaccine scheduling websites or even lurked in pharmacies near closing time, in the hopes of claiming a leftover dose from the day’s no-shows.
Now, it seems we’re nearing a depressing plateau in the number of people seeking the shot. Ohio’s vaccination rate appears to have stalled out at about 41% of the population, casting doubt on whether we will achieve the herd immunity necessary to finally put an end to this pandemic.
Out of desperation to regain momentum in the vaccination effort, many states and cities have begun offering bizarre incentives: New Jersey is offering “a shot and a beer” for residents who get their first dose this month and then visit a participating brewery. Detroit is handing out $50 prepaid cards to anyone who gives another person a ride to a vaccine site. Maryland is giving state employees $100 to get the vaccine. And in West Virginia, residents from age 16 to 35 can earn a $100 savings bond for getting the shot.
Private companies have joined that effort too, offering free donuts or beer to the vaccinated. The Cleveland Indians announced last week that vaccinated fans can get $5 off tickets to select games. And News Channel 5 reported that local restaurateur Sam McNulty had a virtual meeting with Ohio Gov. Mike DeWine and Lt. Gov. John Husted this week to discuss developing a statewide incentive program.
I love donuts and beer and money as much as any Ohioan. And coming from the private sector, these incentives are generous and appreciated gestures that reinforce the message that we’re still “all in this together.” But to break through the hesitancy that threatens to paralyze our state’s vaccination effort, our government leaders need to elevate their thinking and recognize that deeply seated objections to getting the shot won’t be resolved by a gift card or even a year’s supply of Krispy Creme.
Of course, many unvaccinated Ohioans aren’t necessarily hard noes. A considerable segment of the population would accept the shot if it were brought to their doorstep, but they’re annoyed by the hassle of a far drive or missing work. For them, DeWine has encouraged vaccine providers to set up clinics right in their schools, churches or workplaces. It’s a good approach, and it should work if convenience is the key factor for these folks.
But there are so many other barriers, and overcoming them will require a thoughtful approach.
Some, especially people of color, don’t trust the medical profession. It’s a fear that is rooted in a decades-long legacy of exploitation and abuse. The most notorious example of this was the Tuskegee syphilis study – a 40-year experiment, beginning in 1932, in which the U.S. Public Health Service told Black men with syphilis that they were being treated but gave them placebos instead, without their informed consent, so scientists could observe the progression of their disease.
A free ticket to a baseball game won’t undo that generational trauma.
Others are concerned that the vaccine was rushed through development, potentially compromising safety. They worry about what it might do to their bodies. Right-wing propaganda has indoctrinated people with rumors about the vaccine changing their DNA or destroying their reproductive system. Some buy into patently false conspiracy theories suggesting the vaccine is simply a vehicle for the government to implant us with mind-control microchips.
A gift card won’t convince them otherwise.
And for others, their resistance is political – as were their feelings about wearing a mask this past year or practicing social distancing. Recent polling suggests that partisan identity might be the strongest indicator of whether a person is willing to get vaccinated. While only 4% of Democrats are hesitant to get the shot, as many as 43% of Republicans say they will not.
A free beer won’t change those minds. But I’ll tell you what might – the right message from the right messengers.
A recent poll released by the Kaiser Family Foundation found that one in five Republicans said they would be more likely to get vaccinated if former President Donald Trump strongly urged them to do so. (Trump has done that, by the way. So, spread the word.) That’s 20% of Republicans whose vaccine hesitancy could be addressed by encouragement and reassurance from a trusted messenger.
The state must engage more of these trusted sources in the hearts of all the vaccine-hesitant communities they’re trying to reach. That means faith leaders, local officials, anyone in a position of cultural influence, who can combat misinformation and alleviate concerns. My colleague, Ted Diadiun, a staunchly conservative cleveland.com columnist, recognized the role he plays as a trusted source for his audience. In March, he wrote an important column with a message for fellow conservatives, presenting a powerful case for getting the vaccine. He recently told me that he heard from a handful of readers, who were swayed by his argument that rejecting the vaccine could be a fatal mistake.
But there are other voices out there, deeply embedded in their communities, who can reach the hearts and minds of conservatives and other populations that are misinformed or fearful of the vaccine. We should expect our governor to find them, learn from them and engage them, because every shot counts en route to 85% -- herd immunity’s magic number.
And if all else fails, and it turns out people really are holding out for an incentive, how about this one: If you get the vaccine, you also get the best shot at surviving the pandemic.
You can reach columnist Leila Atassi at latassi@cleveland.com.
May 09, 2021 at 04:34PM
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Beer, donuts and baseball tickets won’t be enough to overcome vaccine hesitancy: Leila Atassi - cleveland.com
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