Original Research

Addressing Parents' Vaccine Concerns: A Randomized Trial of a Social Media Intervention

May 14, 2018

This three-armed randomized-controlled trial, conducted between September 2013 and November 2016, assessed whether an Internet-based platform with vaccine information and interactive social media components improved parents’ vaccine-related attitudes in the state of Colorado, USA. Parents were recruited during pregnancy and given a survey about vaccine-related attitudes at enrollment (baseline), and when their child was aged 3–5 months and 12–15 months. Study participants were randomized to the following: a study website with vaccine information and social media components (VSM arm); a website with vaccine information only (VI); or standard-of-care. Amongst vaccine-hesitant parents, an Internet-based intervention improved parents’ attitudes about vaccines. Perceived self-efficacy around vaccination decision making increased, as did positive attitudes about vaccination benefits, whereas concerns about vaccination risks decreased.