Unpacking COVID-19 Vaccine Hesitancy in Canada

Vaccination against COVID-19 is key in ending the pandemic. However, many Canadian adults can be unsure or fearful of vaccination. Many experts consider that the negative content about vaccination that circulates in online social media can have a negative impact on people's willingness to be vaccinated against COVID-19. However, most of the research on how people make decisions about vaccination and on the influence of online (mis)information on attitudes toward vaccination have focused on parental decisions about childhood vaccination. In this project, we will explore reasons why some Canadian adults hesitate to receive COVID-19 vaccines, what sources of information they trust and what is the impact of online information on COVID-19 vaccines on their attitudes. We will also describe 'fake news' that circulate in social media in Canada and identify the characteristics that make them become 'viral'. Finally, we will investigate innovative, fun and interactive tools leveraging digital technologies to deliver positive messages on COVID-19 vaccination.