Published in The Sydney Morning Herald and The Age, 19 May 2021
New data published by The Age and Sydney Morning Herald suggests about a third of Australians are hesitant about getting a COVID-19 vaccine. That’s a worry for all Australians, because eventually Australia will have to reopen its border to the world.
International travel, international tourists, and international students make Australia a better and more prosperous nation. Thousands of Australians are stranded overseas, at risk of being infected, and desperate to get back home.
The federal government needs to do three things to inspire confidence in the vaccination program and to tackle vaccine hesitancy. Firstly, it has to lift its game. The vaccination rollout has so far been a train wreck.
Secondly, the federal government must lead efforts to lift the low vaccination rates in culturally and linguistically diverse communities. It should fund the states to work with specific communities to tackle hesitancy and misinformation in those communities.
Thirdly, the federal government needs to focus on other groups in the broader population where vaccine hesitancy is high. Right now, many Australians feel they have little reason to get vaccinated – our COVID-free status means there is little risk of getting COVID currently and so little personal benefit from getting vaccinated.
Governments should appeal to this community solidarity to highlight the social benefit of a high level of vaccination: our parents and grandparents, and those at high risk of serious COVID-related disease, will be protected.
Risk communication is a science, and much is known about how people judge risks and why they may be prepared to take on some risks and not others. This knowledge needs to be used to shape public messaging, including messaging about the benefits and risks of the different vaccines. The campaign should not simply be another opportunity for politicians to hector in 30-second media grabs but rather be properly designed to change behaviour.
Unfortunately, that is still not the situation three months into the program.
The private calculus about vaccination will also be changed if and when the government announces the border reopening. The reopening is inevitable, but it should not occur before every Australian who wants to be vaccinated has been vaccinated.
This brings us to a fourth action the federal government needs to take – it needs to overcome its own border-opening hesitancy.
The government appears to have weighed the private calculus of border re-openings against the potential political opprobrium of new local transmissions of COVID caused by importing the virus back into the country along with returning Australians, international students and tourists.
New programs and campaigns must be developed now to address vaccine hesitance and lift vaccination rates.