Abstract
Given the reasonably low COVID-19 vaccine rates (e.g., <60% fully vaccinated) among Canadian young adults (18–29), we sought to understand the factors that motivated this demographic to get vaccinated. Fifteen post-secondary students and graduates participated in semi-structured interviews about the type of health information they received during the pandemic, and their communication preferences. Analysis of interview data revealed four themes: (1) Participants had high science and health literacy which equipped them to identify and dismiss misinformation; (2) Participants expressed high trust in official sources which positively impacted their confidence in the vaccines; (3) Participants exhibited a low perceived risk from COVID-19 infection and got vaccinated for reasons beyond personal protection; and, (4) Participants responded best to communication that was targeted and tailored towards them. These themes form a foundation for effective vaccine communication campaigns targeted and tailored toward young adults, which is essential for acceptance of future vaccine recommendations.
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