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Toolkit for Countering Misinformation

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The Impact of Misinformation

Throughout the COVID-19 pandemic, there has also been a corresponding rise in misinformation. With anti-vaccination social media accounts increasing by over 8 million accounts since 2019, addressing vaccine-related misinformation in the digital environment became a key component in our mission of building vaccine confidence, and led to the creation of the Informed Choice Project.

The Informed Choice Project 
This project aims to leverage a Canada-wide network of HCWs and volunteers to tackle misinformation in the social media ecosystem. This approach involves volunteers engaging directly with anti-vaccine posts and comments to curb the spread of misinformation.

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Town Halls and Seminars

Strategies for Building Vaccine Confidence and Addressing Online Misinformation

Hear from our behavioural economics expert and lead of the Informed Choice Project, Dr. Kirsten Cornelson from the University of Notre Dame, as she discusses the science behind online misinformation and shares strategies for addressing this issue on social media.

Next Session:

Wednesday, May 11, 2022 // 9 AM MST / 11 AM EST - Registration Link

Communications Toolkit for Addressing Online Misinformation

Although facts and science are essential for countering misinformation, addressing this issue requires communication that is tailored, humanized and grounded in empathy. These principles were distilled into a social media engagement module in consultation with behavioural specialists, communications experts, and social media managers. This engagement module equips HCWs with practical guidelines for having constructive conversations with vaccine hesitant individuals online. This synthesis of evidence-based principles also includes examples of how to respond and how not to respond to vaccine hesitant posts using real comments from social media.

This study has been approved by the University of Calgary Conjoint Health Research Ethics Board (REB22-0315).

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