COVID-19 Vaccine Confidence

March 2022
National Rural Health Resource Center (The Center),
Legato Healthcare Marketing

This COVID-19 Vaccine Confidence toolkit, updated March 2022, supports rural community-based groups, faith-based organizations, businesses, public health, schools, and health care organizations with developing internal and external communication materials.

About the Campaign

Learn. Understand. Decide. This creative campaign increases the feeling of confidence in the COVID-19 vaccination and acknowledges the need for people to understand the facts before making a decision. It helps build understanding and demand for the COVID-19 vaccine and booster, including vaccines for kids ages 5-11. The communications provide an opportunity for health care organizations to serve as a trusted voice for accurate information within their communities.


Two brochures are available that provide straightforward facts and address common myths and concerns many rural Americans share. A brochure was also developed to answer parents’ questions about getting their kids vaccinated, especially younger children. 

Print Ad and Poster Series

Both the print ad series and poster series help promote vaccine confidence at the local level. Messaging encourages individuals to learn the facts about the COVID-19 vaccine so they can make an informed decision for themselves and/or their children.

Print ad templates (14 different photo versions)
Poster templates (14 different photo versions)

Social Media Posts

Social media is a powerful way to share the real facts about the COVID-19 vaccine, address common questions, dispel myths, and provide local information about where to get vaccinated. Social Post Copy includes general education/facts to build vaccine confidence as well as targeted posts to parents of kids age 5+.

Idea Starter: How to support vaccine confidence in parents of kids 5+

This Idea Starter includes creative ideas schools, childcare, and other youth-related organizations can implement or use as inspiration to help educate parents of kids ages 5+ on the COVID-19 vaccine, and ways to improve access and uptake.

Customize Templates for Your Community

A catalog of print ads and posters is available, allowing you to choose from feature portraits that best match the diversity of your community. Templates to reach your Hispanic/Latino communities have been translated to Spanish and are available in the Vaccine Confidence (Hispanic) toolkit. The main image in all print materials can be replaced with stock or custom photography, based on community demographics/your intended audience. The User Guide gives more information on the toolkit and includes instructions for customization (page 7). Templates are available as a downloadable PDF for print materials and can be customized using Adobe Acrobat Pro, saving time, effort, and cost when developing new communication materials.

Provide Feedback

This toolkit was developed by the Delta Region Community Health Systems Development (DRCHSD) program, with the support of the Delta Regional Authority (DRA) and the Health Resources Services Administration’s Federal Office of Rural Health Policy (FORHP).

If you have questions or suggestions that would make this toolkit more useful, share them by completing our website feedback form or email

This project is supported by the Health Resources and Services Administration (HRSA) of the U.S. Department of Health and Human Services (HHS) as part of a financial assistance award totaling $10,000,000 with 100% funded by HRSA/HHS and $0 amount and 0% funded by non-government sources. The contents are those of the author(s) and do not necessarily represent the official views of, nor an endorsement by HRSA/HHS, or the U.S. Government.