Prof. Dr. Raoul Kübler talks with Radio Kiepenkerl about creative vaccination offers
Due to the nationwide vaccination week that started on Monday, September 13, 2021, Prof. Dr. Raoul Kübler talked with Radio Kiepenkerl about possible further creative vaccination offers to increase the vaccination rate in Germany. In this context, the marketing expert suggests “Vaccination Cafés” or a “Night of Vaccination” to encourage population groups that have not yet been reached by previous vaccination campaigns towards vaccination. Furthermore the MCM scholar suggests classic "Word of Mouth" campaigns in which already vaccinated people inform others about their experience. "With people sharing information amongst each other, we may be able to reduce hesitancy and common misbeliefs", argues Raoul Kübler. Meanwhile, he warns authorities of using a negative framing or threatening or shaming people. "We know from classic advertising research that relying on anxiety, mostly backfires and provokes negative associations. We just saw this with the latest vaccination campaign that relied on influencers and that many people perceived to be too pushy and too negative." Instead, Professor Kübler suggested to think about gamification elements like having a vaccination tournament between cities or villages and to give prices like a village fest or free mulled wine during the upcoming Christmas markets to the city or village with the most vaccinated citizens. You can listen to the complete interview (in German) in the audio excerpts below. We thank Radio Kiepenkerl for the invitation.