Identification of optimum combinations of media channels for approaching COVID-19 vaccine unsure and unwilling groups in Japan

Daisuke Yoneoka, Akifumi Eguchi, Shuhei Nomura, Takayuki Kawashima, Yuta Tanoue, Michio Murakami, Haruka Sakamoto, Keiko Maruyama-Sakurai, Stuart Gilmour, Shoi Shi, Hiroyuki Kunishima, Satoshi Kaneko, Megumi Adachi, Koki Shimada, Yoshiko Yamamoto, Hiroaki Miyata

Research output: Contribution to journalArticlepeer-review

10 Citations (Scopus)


Background: Optimizing media campaigns for those who were unsure or unwilling to take coronavirus disease (COVID-19) vaccines is required urgently to effectively present public health messages aimed at increasing vaccination coverage. We propose a novel framework for selecting tailor-made media channels and their combinations for this task. Methods: An online survey was conducted in Japan during February to March, 2021, with 30,053 participants. In addition to their sociodemographic characteristics, it asked the attitude toward vaccination and information sources (i.e., media channels) for COVID-19 issues. Multinomial logic regression was fitted to estimate the combinations of the media channels and their odds ratio (OR) associated with vaccination attitudes. Findings: The proportion of respondents who were unsure or unwilling to take the vaccination was skewed toward younger generation: 58.1% were aged under 35, while 28.1% were 65 years or older. Media channels such as “Non-medical and Non-TV” and “Non-medical and Non-government” were associated with the unsure group: OR (95% Confidence intervals, (CI)) = 1.75 (1.62, 1.89) and 1.53 (1.44, 1.62), respectively. In addition, media channels such as “Newspapers or the Novel Coronavirus Expert Meeting”, “Medical or Local government”, and “Non-TV” were associated with the unwilling group: OR (95% CI) were 2.00 (1.47, 2.75), 3.13 (2.58, 3.81), and 2.25 (1.84, 2.77), respectively. Interpretation: To effectively approach COVID-19 vaccine unsure and unwilling groups, generation-specific online and offline media campaigns should be optimized to the type of vaccine attitude. Funding: Funded by the Ministry of Health, Labour and Welfare of Japan (H29-Gantaisaku-ippan-009) and the Japan Agency for Medical Research and Development (AMED) (JP20fk0108535).

Original languageEnglish
Article number100330
JournalThe Lancet Regional Health - Western Pacific
Publication statusPublished - 2022 Jan


  • COVID-19
  • Japan
  • attitudes towards vaccinations
  • information source
  • psychological dispositions

ASJC Scopus subject areas

  • Internal Medicine
  • Pediatrics, Perinatology, and Child Health
  • Health Policy
  • Obstetrics and Gynaecology
  • Public Health, Environmental and Occupational Health
  • Geriatrics and Gerontology
  • Psychiatry and Mental health
  • Infectious Diseases


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