The Persuasiveness of the Flu Vaccination Campaign Video

Abstract

The purpose of this paper is to evaluate the effectiveness and persuasiveness of the health campaign video about flu vaccinations called No Time For Flu: 30. A survey that asks for people’s attitudes before and after watching the video, targeted to those people who haven’t taken the flu vaccines yet. Twenty-six participants were involved in the survey, including six males and twenty females. After watching the video, the result shows no significant change in people’s attitudes toward taking the flu vaccines. However, it helps raise people’s awareness of flu shots. Failure of the persuasive message designs of “gain-framed message,” “source similarity,” and “peripheral path” might contribute to the ineffectiveness of the video in persuading people. In future health promotion campaigns, to persuade people to take action, persuasive message designs like “loss-frame message” might be suggested for effectiveness. For future research in measuring the effectiveness of persuasive message design in health promotion campaigns, higher numbers of participants with broader races and occupations are suggested. Also, designing the survey in different periods of time for more generalizable results is recommended as well.