Main themes for each narrative.

BackgroundNegative information about vaccines that spreads online may contribute to parents’ vaccine hesitancy or refusal. Studies have shown that false claims about vaccines that use emotive personal narratives are more likely to be shared and engaged with on social media than factual evidence-based public health messages. The aim of this study was to explore parents’ views regarding the use of positive narratives to promote childhood vaccination.MethodsWe identified three ∼4-minute video narratives from social media that counter frequent parental concerns about childhood vaccination: parents and informed decision-making (online misinformation about vaccines); a paediatrician’s clinical experience with vaccine-preventable diseases (prevention of still existing diseases); and a mother’s experience with vaccine-preventable disease (risks of the disease). Focus group discussions were held with parents of children aged 0 to 5 years to assess their views on these three narratives and their general opinion on the use of narratives as a vaccine promotion intervention.ResultsFour focus groups discussions were virtually held with 15 parents in December 2021. In general, parents trusted both health care provider’s and parent’s narratives, but participants identified more with stories having a parent as the main character. Both narratives featuring personal stories with vaccine-preventable diseases were preferred by parents, while the story about informed decision-making was perceived as less influential. Parents expressed the need for reliable and nuanced information about vaccines and diseases and felt that a short video format featuring a story was an efficient vaccine promotion intervention. However, many mentioned that they generally are not watching such videos while navigating the Web.ConclusionWhile vaccine-critical stories are widely shared online, evidence on how best public health could counter these messages remains scarce. The use of narratives to promote vaccination was well-perceived by parents. Future studies are needed to assess reach and impact of such an intervention.背景 在线传播的疫苗负面信息，可能加剧家长的疫苗犹豫或疫苗接种拒绝行为。研究表明，相较于基于事实证据的公共卫生宣传内容，带有情感化个人叙事的疫苗虚假言论，在社交媒体上更易被转发与互动。本研究旨在探究家长对于使用正面叙事推广儿童疫苗接种的看法。 研究方法 我们从社交媒体中筛选出三段时长约4分钟的叙事视频，用以回应家长针对儿童疫苗接种的常见顾虑：分别为「家长与知情决策（疫苗在线虚假信息）」、「儿科医生（paediatrician）针对疫苗可预防疾病（vaccine-preventable diseases）的临床诊疗经验（现有疾病的预防）」以及「母亲亲历疫苗可预防疾病的经历（疾病的感染风险）」。我们招募了0至5岁儿童的家长开展焦点小组讨论（focus group discussions），以评估他们对这三段叙事视频的看法，以及对将叙事作为疫苗推广干预手段的整体态度。 研究结果 2021年12月，我们以线上形式开展了4场焦点小组讨论，共纳入15名家长。总体而言，家长既信任医疗服务提供者的叙事，也信任其他家长的叙事，但参与者对以家长为主角的故事更具认同感。家长更青睐两类涉及疫苗可预防疾病个人经历的叙事，而关于知情决策的叙事则被认为影响力较弱。家长们表示，他们需要关于疫苗与疾病的可靠且细致的信息，并认为带有故事的短视频形式是一种高效的疫苗推广干预手段。不过，不少参与者提到，他们在上网时通常不会观看这类视频。 结论 尽管反疫苗叙事在网络上广泛传播，但目前关于公共卫生领域应如何最佳应对此类言论的相关证据仍较为匮乏。家长们对使用叙事手段推广疫苗接种的接受度较高。未来仍需开展研究，以评估此类干预手段的传播范围与实际影响。