Covid-19: Vaccinate

March 14: Target Population and Target Behaviors with Justification of your choices

  1. You may have a primary target, and also secondary and tertiary targets.
  2. Profile each target in detail in terms of their demographics, psychographics, and geographics, etc.

            Primary Target: frontline responders

Our primary targets are the frontline responders who are most likely in contact with Covid-19 on a daily basis. These people consist mostly of people with professions such as police officers and medical staff. Frontline responders are all over the country and they are of various ages and of  various races and ethnicities . Depending on their location, people with these professions are dealing with different numbers of patients with Covid-19. At the beginning of the spread of the virus, medical staff and police officers did not have the knowledge and the tools to properly deal with the virus, in terms of aspects such as precaution and quarantine. As a result, the sudden attack of the virus caused the frontline responders to experience an unprecedented amount of pressure and anxiety. Due to the problem of the lack of staff, frontline responders have to work extra shifts in order to correspond to the spread of Coronavirus. This means that they are likely very deprived of sleep, thus further increasing their anxiety levels. The lack of sleep and the increase in anxiety levels put the frontline responders in a vulnerable place for various psychological disorders, such as panic attacks and depression.

Secondary Target: elder people and people with serious health conditions

Older people and people with serious health conditions are all over the country. However, there are more of them in certain places than others. At certain locations such as Florida, where a lot of older people like to move to when they retire, have more older people. From our personal observations, older people usually hold strong attitudes towards Covid-19 as well as vaccines. They either are fully supportive of the vaccines or they are completely against them. Their strong attitudes towards the vaccines might lead them to experience increased levels of anxiety and anger during this time. On the other hand, due to the fact that people with serious health conditions are more at risk to develop more serious symptoms of Covid-19, these people might also experience increased levels of anxiety. However, we could not locate statistics regarding geographics of people with serious health conditions overall.  Furthermore, people with serious health conditions very much overlap with older populations, which put the people who belong to both these groups at higher risk for catching the Coronavirus as well as developing more serious symptoms of Coronavirus.

Tertiary Target: College Students

We picked college students for our tertiary target group. This particular group usually has an active social life and interacts with each other fairly often, which very much increases this group’s likelihood of being in contact with Covid-19. Like our other chosen target groups, this one also is placed all over the country. This group also consists of people of various ages, mostly ranging from 18-22, and of various races and ethnicities. As college students, they are young and inexperienced. Therefore, they might not take Covid-19 as seriously as people of other ages, especially when their stronger immune system helps them fight the virus better. Because of the spread of Covid-19, university students are attending college remotely. In combination with quarantine, college students are now experiencing a decrease in their social life, which can harm their existing support system. This can also increase levels of stress and anxiety.
  1. For each target, describe why you have chosen the group to be a target.

We have chosen for frontline responders to be our primary target because these are the people who are being exposed to Covid-19 on a daily basis. Healthcare workers can only do their job best if they are healthy and vaccinated, so our main target is going to be anyone who works within the healthcare system. After this group, our secondary target is going to be anyone who is considered an elderly person along with people who have serious health conditions. These people are at a higher risk of having serious systems including death from Covid-19. They are a high priority on our list of people who need to get the vaccine. Finally, our tertiary target is going to be college students. This is because most college students want to see people get the vaccine first before they get it themselves. Also, college students are at a much lower risk of having serious systems of Covid-19, so it makes sense for them to be vaccinated later. Targeting college students will also have more challenges because some people do not want to be vaccinated and college students tend to push important things aside. A decent amount of college students do not have the Covid-19 vaccine as a high priority on their list of things to do.

  1. Identify the attitudes and/or behaviors that you will target for change and why you have chosen these attitudes and behaviors. Identify the costs and benefits associated with the attitude and behavior change you prop

For healthcare workers, who are our primary targets, the attitudes we want to target people who do not believe in the capabilities of the vaccine. From a study on assessments of US Healthcare workers, 57.5% of people within the healthcare system were planning on getting their vaccine. This raises the opportunity for growth when advertising the vaccine. The attitudes towards the vaccine are very mixed amongst healthcare workers and our goal would be to target people who have this feeling of uncertainty. We want to advertise the benefits of the vaccine in the best way possible, so behaviors change along with attitudes. The benefit to advertising to the uncertainty of people would be an increase in the vaccine which ultimately could help the overall numbers of people dying or getting sick with Covid.

For our secondary target, the attitude we plan to target is actually how successful people in this age group are about getting vaccinated. In an article we found, people’s attitudes shifted in a positive direction towards the vaccine in the past few months. 71% of people in their 50s, 60s, and 70s are now ready to get the vaccine. For this section we want less of an attitude change and more of continuing to work with what is going well for this group. There are a lot of benefits when working within this target group because of how successful and open they are to getting the vaccine. Some of the benefits include inspiring other target segments to get the vaccine and hearing of why this group is so eager to get vaccinated.

Finally, our last target group has different attitudes towards the vaccine that we plan on attempting to change. We believe a decent percentage of college students would take the vaccine if readily available mostly because of their desire to get campus and social life back to normal. In a recent study 7 out of 10 college students believe that their university could require them to take the vaccine but we believe this is not the best course of action and universities can do other things to convince students who are open to taking the vaccine to take it without forcing them. One possible opinion would be to offer money or debt reductions to college students who take the vaccine, this would leave them their choice to take it or not while encouraging students to take it the most effective way possible, money. We believe debt reduction would be the most effective way because it is not a direct cost but instead reducing their profits from students during a time with primarily online learning. This would also improve students’ attitudes towards the university and the vaccine itself in a positive way.
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