Research shows that social norms can have a major impact on people’s attitudes and behaviors when it comes to their health. We know people are more likely to get a vaccine when they see many people they trust are doing it.
To that end, Facebook announced the launch of the new COVID-19 vaccine profile frames that were developed in collaboration with the US Department of Health and Human Services (HHS) and the Centers for Disease Control and Prevention (CDC). The new frames will let users share their support for COVID-19 vaccines and see that others they respect and care about are doing the same. In the coming weeks, Facebook will show a summary in the News Feed of the user’s friends, family members and people they follow who are using the COVID-19 vaccine profile frames.
The feature comes on the heels of the recent profile frame launch in the UK in partnership with National Health Services (NHS). In just a few weeks, a quarter of people on Facebook in the UK have already seen a friend or family member use the NHS COVID-19 vaccine profile frame.
By working closely with national and global health authorities and using its scale to reach people quickly, Facebook says it is doing its part to help people get credible information, get vaccinated and encourage others to do the same so we can come back together safely.