Background:

Information can influence people’s vaccination intentions by altering their perceptions of Complacency, Convenience, Confidence, Calculations, and Communal responsibility, i.e. the “5Cs”. Information campaigns may fail to increase intentions where they focus only on rational thinking processes and neglect automatic-intuitive thinking processes. Moral Foundations Theory offers a cross-culturally validated framework to understand automatic-intuitions, and shape more sensitive messages about the 5Cs to increase vaccination rates. The Foundations include care (concerns about others’ wellbeing), fairness (concerns about proportionality), loyalty (about group relations), authority (about tradition), sanctity (about purity), and liberty (concerns about freedoms). Previous research identified links between several Foundations and parental vaccination intentions. In the USA, Amin et al. (2017) identified sanctity and liberty. In Australia, Rossen et al. (2019) identified sanctity and authority. Both suggest that messages aligned with identified Foundations may increase uptake, but do not evaluate such messages’ effectiveness. We will expand this research to COVID-19 vaccinations intentions in the UK and evaluate the messages’ effectiveness.