ANÁLYSIS

Vaccine Hesitancy v1.1.3 Test

Generation View
21/03/2025

Development

www.crowdvoice.ai/info
About Development Content List

Vaccine Hesitancy v1.1.3 Test Generation View Executive Summary -------------------------------------------------------- 3.

Concise Overview
Key findings
Actionable insights
Conclusions

Relevant Segments --------------------------------------------------------- 4.

Age of the children
Education Level
Trust Level (binary)

Responses analysis --------------------------------------------------------- 5.

QUESTION 1 - What do you know or have you heard that --- 6.
makes you hesitate about vaccinating your children?
QUESTION 2 - What do you know or have you heard that --- 12.
makes you trust in vaccinating your children?
QUESTION 3 - Where did you hear the pieces of information --- 18.
that make you trust/doubt in vaccinating your children? (i.e:
social networks, friends and family, etc)

Conclusions ----------------------------------------------------------------- 24.

Gallery ----------------------------------------------------------------------- 26.

1. Executive Summary
1.1. Concise Overview 1.3. Actionable insights
The primary objective of this analysis is to assess the impact of Leverage Medical Professionals: Utilize the trust in healthcare
misinformation on mothers' hesitancy towards child vaccination in São professionals to design effective communication strategies that address
Paulo, Brazil. vaccine hesitancy.

The study aims to map the contents and sources of such misinformation Counteract Misinformation: Implement targeted interventions to
and gather intelligence to formulate effective interventions to boost address misinformation, especially on social media and television, to
vaccination confidence. improve public trust in vaccines.

The participants are mothers from diverse socio-economic backgrounds in Educational Campaigns: Develop educational materials tailored to
São Paulo, and the target audience for this summary is policy makers from different education levels, focusing on dispelling myths about vaccine
the Ministry of Health of Brazil, who are tasked with designing strategies to safety and efficacy.
increase child vaccination confidence.
Focus on Younger Children: Develop strategies to reassure mothers of
younger children about vaccine safety, particularly concerning newer
vaccines.
1.2. Key findings
Concerns about COVID-19 Vaccines: This is the most prominent theme 1.4. Conclusions
across all segments, driven by fears of side effects and rapid development 1- Misinformation is a significant barrier to vaccination confidence,
concerns. Misinformation significantly influences these perceptions. particularly concerning COVID-19 vaccines, and must be addressed
through targeted communication strategies.
Trust in Scientific Research: Trust in scientific research and testing is a
key driver of vaccine confidence, especially among higher-educated 2- Trust in scientific research and medical professionals is a strong
mothers. foundation for building vaccination confidence, especially among
higher-educated mothers.
Role of Medical Professionals: Medical professionals are the most trusted
source of information, highlighting their critical role in shaping vaccination 3- Policy makers should focus on reinforcing scientific research and
confidence. historical success in vaccination campaigns to build trust and counteract
misinformation.
Influence of Social Media: Social media is a significant source of
misinformation, particularly affecting those with doubts about vaccination. 4- Educational interventions tailored to different socio-economic groups
can effectively address vaccine hesitancy and improve public health
Education Level and Trust: Higher education correlates with greater trust outcomes.
in scientific research and medical professionals, while lower education
levels show more reliance on television and family influence.

3
2. Relevant Segments
2.1. Age of the children
The majority of mothers, 58.0%, have children younger than 7 years
old, indicating a significant portion of the population is directly
involved in early childhood vaccination decisions.

42.0% of mothers have only children older than 7 years, suggesting a

potential decrease in immediate vaccination concerns but still
relevant for booster doses and ongoing vaccination schedules.

The presence of younger children may correlate with increased

exposure to vaccination-related misinformation, as these mothers
are more actively engaged in vaccination processes.

2.2. Education Level

A significant portion of mothers, 55.3%, have higher education, which
may influence their access to reliable information and critical
evaluation of misinformation.

31.8% of mothers have completed high school, representing a middle

ground in terms of educational attainment and potential exposure
to diverse information sources.

Only 9.5% of mothers have fundamental or no education,

highlighting a smaller but potentially more vulnerable group to
misinformation due to limited access to diverse information sources.

The higher education level among the majority suggests potential

for targeted educational interventions to further increase
vaccination confidence.

4
2. Relevant Segments
2.3. Trust Level (binary)
A majority of mothers, 80.3%, express full trust in vaccines, indicating
a strong base of confidence that can be leveraged to counteract
misinformation.

19.7% of mothers have doubts about vaccines, representing a critical

target group for interventions aimed at increasing vaccination
confidence.

The high level of trust suggests that misinformation may not be as

pervasive as feared, but the presence of doubts in nearly one-fifth of
the population indicates room for improvement in communication
strategies.

5
 Prevalence of each topic (%)
3. Responses Analysis
0% 5% 10% 15% 20% 25% 30%

Concerns about 28.6%

COVID-19 Vaccine

QUESTION 1
Fear of Severe Side 25.6%

3.1. What do you

Effects

Other 14.1%

know or have Distrust in Rapid 12.6%

Vaccine

you heard that

Development

Doubts about 9.0%

Vaccine Efficacy

makes you Misinformation and

Conflicting
4.0%

Information

hesitate about Long-term Effects

Uncertainty
2.5%

vaccinating your Distrust in Vaccine

Ingredients
1.5%

children?
Influence of Social 1.0%
Media

Concerns for 1.0%

Specific Health
Conditions

6
QUESTION 1

WHAT DO YOU KNOW OR HAVE YOU HEARD THAT MAKES YOU HESITATE
ABOUT VACCINATING YOUR CHILDREN?
3.1.1. KEY FINDINGS
Response Pattern Analysis
Primary Themes Clustering of Concerns: Concerns about COVID-19 vaccines and severe
side effects often appear together, indicating a compounded effect of
Concerns about COVID-19 Vaccine: This theme is prevalent across all misinformation.
segments, with percentages ranging from 13.64% to 34.09% depending
on the demographic. Mothers express hesitancy due to perceived Minority Viewpoints: Some mothers express trust in traditional
insufficient research and potential side effects. Representative quote: vaccines but not in newer ones, highlighting a preference for
'Mercurio nas vacinas, autismo, insegurança na testagem, established vaccines.
principalmente na vacina de covid.'
Surprising Findings: Despite high education levels, misinformation still
Fear of Severe Side Effects: This theme is significant, with significantly impacts vaccine hesitancy.
representativity percentages up to 36.36% in some segments. Mothers
cite personal experiences and reports of severe reactions. Quote: 'As Targeted Education Campaigns: Address misinformation and build
vacinas comuns, eu não tenho problemas. Porém as vacinas de trust through transparent communication, especially about
campanha eu não confio.' COVID-19 vaccines.
Implications Summary
Misinformation and Conflicting Information: Although less Focus on Younger Children: Develop strategies to reassureand
mothers
prominent, this theme is critical, with percentages up to 4.62%. Targeted Education Campaigns: Address misinformation build
of younger children about vaccine safety.
trust through transparent communication, especially about
Misinformation sources include medical professionals and online
platforms. Quote: 'Muita desinformação de próprios médico e ficamos COVID-19 vaccines.
Leverage Trusted Sources: Utilize healthcare professionals to
perdidos.' disseminate accurate information andstrategies
counteract
Focus on Younger Children: Develop tomisinformation.
reassure mothers
of younger children about vaccine safety.
Further Investigation Needed: Explore the impact of social media
on vaccineTrusted
Leverage hesitancy and develop
Sources: Utilizestrategies
healthcaretoprofessionals
mitigate its influence.
to
Cross-Cutting Themes disseminate accurate information and counteract misinformation.
Interaction of Education Level and Vaccine Hesitancy: Higher education
Further Investigation Needed: Explore the impact of social media
levels correlate with lower hesitancy, but concerns about COVID-19
on vaccine hesitancy and develop strategies to mitigate its influence.
vaccines remain high across all education levels.

Age of Children and Vaccine Concerns: Mothers with younger children

(<7 years) show slightly higher concern about severe side effects compared
to those with older children.

Trust Level and Misinformation: Mothers with doubts about vaccines are
more influenced by misinformation, with 28.64% expressing concerns
about COVID-19 vaccines. 7
QUESTION 1

WHAT DO YOU KNOW OR HAVE YOU HEARD THAT MAKES YOU HESITATE
ABOUT VACCINATING YOUR CHILDREN?
3.1.3 DETAILED ANALYSIS PER SEGMENT
Age of the children:
Concerns about COVID-19 Vaccine: Prominent in both age groups, with Unexpected Findings: Misinformation and conflicting information are
29.10% for children <7 and 27.69% for children >7. Quotes highlight more prevalent in mothers with older children (4.62%).
skepticism about rapid vaccine development.
Actionable Insights: Focus on addressing concerns about newer vaccines
Fear of Severe Side Effects: Slightly higher in mothers with children <7 and their development process, especially for mothers with younger
(25.37%) compared to those with older children (26.15%). children.

30% - 29.1%
27.7%

26.2%
25.4%
25% -

20% -

16.4%
15.4%
15% -

11.2%
10.8%

10% - 9.2%
8.2%

4.6% 4.6%
5% - 3.7%

1.5% 1.5% 1.5% 1.5% 1.5%

0.0% 0.0%
0% -

Fear of Severe Concerns about Distrust in Rapid Doubts about Other Misinformation Long-term Influence of Distrust in Concerns for
Side Effects COVID-19 Vaccine Vaccine Efficacy and Conflicting Effects Social Media Vaccine Specific Health
Vaccine Development Information Uncertainty Ingredients Conditions
AGE OF THE CHILDREN: Algum menor de 7 Só maior(es) de 7
8
QUESTION 1

WHAT DO YOU KNOW OR HAVE YOU HEARD THAT MAKES YOU HESITATE
ABOUT VACCINATING YOUR CHILDREN?
3.1.3 DETAILED ANALYSIS PER SEGMENT
Education Level:
Concerns about COVID-19 Vaccine: Highest among mothers with Ensino Actionable Insights: Develop educational materials tailored to different
médio (34.09%), indicating a need for targeted education at this level. education levels, focusing on dispelling myths about vaccine safety.

Fear of Severe Side Effects: Most prominent among mothers with

Fundamental or no education (36.36%).

Significant Correlations: Higher education correlates with lower overall

hesitancy but not necessarily with lower concerns about COVID-19
vaccines. 36.4%
40% -
34.1%

31.8%
35% -

27.3% 27.0%
30% -

25% - 21.3%

20% - 16.9%

13.6%
15% - 12.4%
11.4% 11.4%
10.2%
9.0%
10% -

4.5% 4.5% 4.5% 4.5% 4.5%

5% - 3.4% 3.4% 3.4%
2.2%
1.1% 1.1%
0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
0% -

Fear of Severe Distrust in Rapid Other Concerns about Long-term Distrust in Concerns for Influence of Doubts about Misinformation
Side Effects Vaccine COVID-19 Effects Vaccine Specific Health Social Media Vaccine Efficacy and Conflicting
Development Vaccine Uncertainty Ingredients Conditions Information
EDUCATION LEVEL: Ensino superior Ensino médio Fundamental ou nenhum
9
QUESTION 1

WHAT DO YOU KNOW OR HAVE YOU HEARD THAT MAKES YOU HESITATE
ABOUT VACCINATING YOUR CHILDREN?
3.1.3 DETAILED ANALYSIS PER SEGMENT
Trust Level (binary):
Concerns about COVID-19 Vaccine: Only present in mothers with doubts Actionable Insights: Focus on building trust through transparent
(28.64%), indicating a clear link between trust level and vaccine hesitancy. communication and addressing specific concerns of hesitant mothers.

Fear of Severe Side Effects: Also only present in mothers with doubts
(25.63%).

Unexpected Findings: No concerns were expressed by mothers who fully

trust vaccines, highlighting the importance of building trust.
28.6%
30% -

25.6%

25% -

20% -

14.1%
15% -
12.6%

10% - 9.0%

5% - 4.0%

2.5%
1.5%
1.0% 1.0%
0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
0% -

Concerns about Fear of Severe Other Distrust in Rapid Doubts about Misinformation Long-term Distrust in Concerns for Influence of
COVID-19 Side Effects Vaccine Vaccine Efficacy and Conflicting Effects Vaccine Specific Health Social Media
Vaccine Development Information Uncertainty Ingredients Conditions
TRUST LEVEL (BINARY): Confio plenamente Tenho dúvidas
10
QUESTION 1

WHAT DO YOU KNOW OR HAVE YOU HEARD THAT MAKES YOU HESITATE
ABOUT VACCINATING YOUR CHILDREN?
3.1.4 PARTIAL CONCLUSIONS
1- Concerns about COVID-19 vaccines are the most prominent theme across
all segments, driven by misinformation and rapid development concerns.

2- Fear of severe side effects is a significant barrier to vaccination, particularly

among mothers with lower education levels and those with younger
children.

3- Misinformation and conflicting information are critical issues, especially

for mothers with doubts about vaccines.

4- Education level influences vaccine hesitancy, with higher education

correlating with lower overall hesitancy but not necessarily with lower
concerns about COVID-19 vaccines.

5- Building trust through transparent communication and targeted

education campaigns is essential to increase vaccination confidence
among mothers in Sao Paulo.

11
 Prevalence of each topic (%)
3. Responses Analysis
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Trust in Scientific 40.0%

Research and

QUESTION 2 Testing

3.2. What do you

Disease Eradication 25.2%

know or have Safety and Efficacy 11.3%

you heard that Positive Family and

Personal
10.5%

Experience

makes you trust Other 4.8%

in vaccinating Healthcare 3.7%

Professional

your children?
Recommendations

Government and 3.3%

Institutional Trust

Community 1.1%
Immunity

12
QUESTION 2

WHAT DO YOU KNOW OR HAVE YOU HEARD THAT MAKES YOU TRUST IN
VACCINATING YOUR CHILDREN?
3.2.1. KEY FINDINGS
Response Pattern Analysis
Primary Themes Clustering of Trust in Science: Responses cluster around trust in
scientific research, especially among educated mothers.
Trust in Scientific Research and Testing: This theme is predominant
across all segments, with high representativity percentages: 40.45% for Minority Viewpoints: Some skepticism exists, particularly regarding
mothers with children under 7, 48.55% for those with higher education, new vaccines like COVID-19, highlighting a need for more information.
and 40.02% for those who trust vaccines fully. Representative quote: 'Eu
confio na Ciência. As vacinas erradicaram doenças no mundo todo.' Policy Focus: Emphasize scientific research and historical success in
communication strategies to build trust.
Disease Eradication: A significant theme, especially among mothers
with fundamental education (33.80%) and those who trust vaccines Implications Summary Address concerns about new vaccines with
Targeted Interventions:
fully (25.25%). It highlights the historical success of vaccines in clear,
eradicating diseases. Quote: 'Vacina salva vidas. Erradicam doenças.' Policyevidence-based information.
Focus: Emphasize scientific research and historical success in
communication strategies to build trust.
Further Investigation: Explore the impact of misinformation on
Safety and Efficacy: This theme is crucial, with 12.5% representativity vaccine hesitancy more deeply.
for mothers with children under 7 and 11.33% for those who trust Targeted Interventions: Address concerns about new vaccines with
vaccines fully. It emphasizes the perceived safety and rigorous testing clear, evidence-based information.
of vaccines. Quote: 'As vacinas sempre existiram é o melhor jeito de
evitar doenças.' Further Investigation: Explore the impact of misinformation on
vaccine hesitancy more deeply.

Cross-Cutting Themes
Education Level and Trust: Higher education correlates with greater trust
in scientific research (48.55%).

Age of Children and Disease Eradication: Mothers with older children

(26.88%) emphasize disease eradication more than those with younger
children (23.86%).

Trust Level and Scientific Research: Those who trust vaccines fully
(40.02%) show a strong reliance on scientific research.

13
QUESTION 2

WHAT DO YOU KNOW OR HAVE YOU HEARD THAT MAKES YOU TRUST IN
VACCINATING YOUR CHILDREN?
3.2.3 DETAILED ANALYSIS PER SEGMENT
Age of the children:
Trust in Scientific Research: High trust in scientific research is consistent Actionable Insight: Tailor communication to highlight historical disease
across both age groups, with 40.45% for mothers with children under 7 eradication successes to reinforce trust among mothers with older
and 39.52% for those with older children. children.

Disease Eradication: More emphasized by mothers with older children

(26.88%) compared to those with younger children (23.86%).

40.5%
45% - 39.5%

40% -

35% -

26.9%
30% -
23.9%

25% -

20% -

15% - 12.4% 12.5%

9.9%
8.9%
10% -
5.9%

3.9% 3.9%
5% - 2.7%
3.5% 3.5%
1.6%
0.7%

0% -

Disease Eradication Trust in Scientific Positive Family and Safety and Efficacy Government and Healthcare Other Community
Research and Testing Personal Experience Institutional Trust Professional Immunity
Recommendations
AGE OF THE CHILDREN: Algum menor de 7 Só maior(es) de 7
14
QUESTION 2

WHAT DO YOU KNOW OR HAVE YOU HEARD THAT MAKES YOU TRUST IN
VACCINATING YOUR CHILDREN?
3.2.3 DETAILED ANALYSIS PER SEGMENT
Education Level:
Trust in Scientific Research: Strong correlation with education level, with
48.55% of higher-educated mothers expressing trust.

Disease Eradication: More prominent among mothers with fundamental

education (33.80%).

Actionable Insight: Leverage educational campaigns to enhance trust in

scientific research among less-educated mothers.
48.6%
50% -

45% -

40% -

33.8%
35% -
31.1%

30% -
26.6%

25% - 22.5%
21.6%
19.7%
20% -
14.9%
14.1%
15% - 13.1%

10.2%
10% - 7.7%
6.9%
5.6%
3.9% 3.9% 4.2%
5% - 3.2% 3.5% 3.2%
1.5%
0.0% 0.5% 0.0%
0% -

Trust in Scientific Disease Eradication Safety and Efficacy Positive Family and Government and Other Healthcare Community
Research and Testing Personal Experience Institutional Trust Professional Immunity
Recommendations
EDUCATION LEVEL: Ensino superior Ensino médio Fundamental ou nenhum
15
QUESTION 2

WHAT DO YOU KNOW OR HAVE YOU HEARD THAT MAKES YOU TRUST IN
VACCINATING YOUR CHILDREN?
3.2.3 DETAILED ANALYSIS PER SEGMENT
Trust Level (binary):
Trust in Scientific Research: Predominant among those who trust
vaccines fully (40.02%).

Safety and Efficacy: A key theme for those with full trust (11.33%).

Actionable Insight: Focus on reinforcing scientific research and safety

information to convert hesitant mothers.

45% - 40.0%

40% -

35% -

30% -
25.2%

25% -

20% -

15% -
11.3%
10.5%

10% -

4.8%
5% - 3.7% 3.3%

1.1%
0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
0% -

Disease Eradication Trust in Scientific Safety and Efficacy Positive Family and Healthcare Government and Other Community
Research and Testing Personal Experience Professional Institutional Trust Immunity
Recommendations
TRUST LEVEL (BINARY): Confio plenamente Tenho dúvidas
16
QUESTION 2

WHAT DO YOU KNOW OR HAVE YOU HEARD THAT MAKES YOU TRUST IN
VACCINATING YOUR CHILDREN?
3.2.4 PARTIAL CONCLUSIONS
1- Trust in scientific research is a key driver of vaccine confidence across all
segments, especially among higher-educated mothers.

2- Disease eradication is a significant theme, particularly for mothers with

fundamental education and those with older children.

3- Safety and efficacy concerns are prevalent, highlighting the need for clear
communication about new vaccines.

4- Education level strongly influences trust in vaccines, suggesting targeted

educational interventions could be effective.

5- Policy makers should focus on reinforcing scientific research and historical

success in vaccination campaigns to build trust.

17
 Prevalence of each topic (%)
3. Responses Analysis
0% 5% 10% 15% 20% 25% 30%

Medical 25.5%
Professionals

QUESTION 3
Television and 20.1%
News

3.3. Where did you Scientific Research 14.3%

hear the pieces of Social Media 11.1%

information that Family Influence 9.7%

make you Other 6.4%

trust/doubt in Educational 6.2%

vaccinating your
Institutions

Personal 4.6%

children? (i.e:
Experience

Government 1.4%

social networks,
Campaigns

Misinformation 0.6%

friends and family,

18
QUESTION 3

WHERE DID YOU HEAR THE PIECES OF INFORMATION THAT MAKE YOU
TRUST/DOUBT IN VACCINATING YOUR CHILDREN? (I.E: SOCIAL
NETWORKS, FRIENDS AND FAMILY, ETC)
3.3.1. KEY FINDINGS
Response Pattern Analysis
Primary Themes Clustered Trust in Medical Professionals: Consistent trust in medical
professionals across all segments suggests a strong foundation for
Medical
Medical Professionals:
Professionals: Across
Across all
all segments,
segments, medical
medical professionals
professionals are
are policy interventions.
the most trusted source of information on child vaccination, with
the most trusted source of information on child vaccination, with
representativity percentages ranging from 22.67% to 26.90%. This Surprising Skepticism in Television: Despite being a major
highlights the critical role of healthcare professionals in shaping information source, television is also a source of skepticism due to
vaccination confidence. 'Médicos e artigos científicos.' misinformation.

Television and News: Television is a significant source of information, Minority Viewpoints: Some respondents express unique concerns
with representativity percentages between 17.12% and 25.87%. However, about vaccine safety and rapid development, particularly for COVID-19
skepticism due to misinformation is noted. 'Sempre na tv aberta, hj em vaccines.
dia nas redes sociais, tbm com a familiay.'
Policy Interventions: Leverage the trust in medical professionals to
Scientific Research: Trust in scientific research is prominent, especially design effective communication strategies.
among those with higher education levels, with percentages up to
19.74%. 'Pesquiso em portais específicos como Epub, Ministério da Implications Summary
Addressing Misinformation: Target interventions to counter
Saúde.' misinformation, especially on social media
Policy Interventions: Leverage the trust inand television.
medical professionals to
design effective communication strategies.
Educational Campaigns: Enhance educational efforts to reinforce
scientific
Addressing research and credible
Misinformation: sources.
Target interventions to counter
Cross-Cutting Themes misinformation, especially on social media and television.
Further Investigation: Explore the impact of personal experiences
Education Level and Trust: Higher education correlates with greater trust and family influence on vaccination hesitancy. efforts to reinforce
Educational Campaigns: Enhance educational
in scientific research and medical professionals, while lower education
scientific research and credible sources.
levels show more reliance on television and family influence.
Further Investigation: Explore the impact of personal experiences
Age of Children and Information Sources: Mothers with younger children
and family influence on vaccination hesitancy.
(<3 years) rely more on medical professionals, while those with older
children (>7 years) show a balanced reliance on various sources.

Trust Level and Misinformation: Those with doubts about vaccination are
more influenced by social media and misinformation, with representativity
percentages of 22.45% for social media.

19
QUESTION 3

WHERE DID YOU HEAR THE PIECES OF INFORMATION THAT MAKE YOU
TRUST/DOUBT IN VACCINATING YOUR CHILDREN? (I.E: SOCIAL
NETWORKS, FRIENDS AND FAMILY, ETC)
3.3.3 DETAILED ANALYSIS PER SEGMENT
Age of the children:
Medical Professionals: Trusted by 25.65% of mothers with children <3 Social Media: More influential for mothers with younger children (12.29%)
years and 25.28% with children >7 years. 'Conversa com pediatras, lendo than older children (9.55%).
artigos relacionados ao assunto!'

Television and News: More prominent among mothers with older

children (21.54%) compared to younger children (18.89%).

25.7%
30% - 25.3%

21.5%
25% -

18.9%

20% -
14.9%
13.7%

15% - 12.3%

9.9%
9.5% 9.6%

10% -

6.1% 6.4% 6.5% 6.4%

5.2%
4.1%
5% -

1.7%
1.2%
0.8%
0.4%
0% -

Medical Television and Scientific Family Influence Social Media Educational Other Personal Government Misinformation
Professionals News Research Institutions Experience Campaigns

AGE OF THE CHILDREN: Algum menor de 7 Só maior(es) de 7

20
QUESTION 3

WHERE DID YOU HEAR THE PIECES OF INFORMATION THAT MAKE YOU
TRUST/DOUBT IN VACCINATING YOUR CHILDREN? (I.E: SOCIAL
NETWORKS, FRIENDS AND FAMILY, ETC)
3.3.3 DETAILED ANALYSIS PER SEGMENT
Education Level:
Medical Professionals: Most trusted across all education levels, with Scientific Research: Strongest among those with higher education
highest trust among those with higher education (26.90%). (19.74%).

Television and News: More relied upon by those with only high school
education (25.87%).

26.9%
30% - 26.1% 25.9%

22.7%
25% -

19.7%

20% - 17.5%
17.1%

15.2%

15% - 12.6%
11.7% 11.7%

9.9%
8.7%
10% - 8.2% 8.1%
6.9% 7.2%
6.6% 6.4% 6.3%
5.4% 5.6%

4.0%
5% -
3.1%

1.7% 1.8%
1.1% 0.9%
0.4% 0.5%

0% -

Medical Television and Other Personal Family Influence Social Media Government Scientific Educational Misinformation
Professionals News Experience Campaigns Research Institutions

EDUCATION LEVEL: Ensino superior Ensino médio Fundamental ou nenhum

21
QUESTION 3

WHERE DID YOU HEAR THE PIECES OF INFORMATION THAT MAKE YOU
TRUST/DOUBT IN VACCINATING YOUR CHILDREN? (I.E: SOCIAL
NETWORKS, FRIENDS AND FAMILY, ETC)
3.3.3 DETAILED ANALYSIS PER SEGMENT
Trust Level (binary):
Medical Professionals: Trusted by both those with full trust (25.48%) and Misinformation: Significant concern for those with doubts, with
those with doubts (25.51%). representativity of 2.55%.

Social Media: More influential among those with doubts (22.45%).

25.5% 25.5%
30% -

22.4%
21.4%
25% -

20% -
15.7%

13.3%
15% -
11.7%
10.7%
10.2%

8.8%
10% - 7.7%
7.3%

5.4%
4.6%
5% - 3.5%
2.6%
1.5%
1.0% 1.0%
0.2%
0% -

Medical Family Influence Educational Other Social Media Television and Personal Scientific Misinformation Government
Professionals Institutions News Experience Research Campaigns

TRUST LEVEL (BINARY): Confio plenamente Tenho dúvidas

22
QUESTION 3

WHERE DID YOU HEAR THE PIECES OF INFORMATION THAT MAKE YOU
TRUST/DOUBT IN VACCINATING YOUR CHILDREN? (I.E: SOCIAL
NETWORKS, FRIENDS AND FAMILY, ETC)
3.3.4 PARTIAL CONCLUSIONS
1- Medical professionals are the most trusted source across all segments,
highlighting their critical role in vaccination confidence.

2- Television is a major information source but also a source of skepticism

due to misinformation.

3- Higher education correlates with greater trust in scientific research and

medical professionals.

4- Social media is a significant source of misinformation, particularly for

those with doubts about vaccination.

5- Policy interventions should leverage trust in medical professionals and

address misinformation on social media and television.

23
4. Conclusions
1- Misinformation as a Key Driver of Vaccine Hesitancy:

Misinformation significantly contributes to vaccine hesitancy among

mothers in São Paulo, particularly concerning COVID-19 vaccines. This is
evident from the high percentage of mothers expressing concerns about
vaccine safety and side effects, often fueled by misinformation from social
media and conflicting information from various sources.

2- Trust in Medical Professionals as a Foundation for

Confidence:
Medical professionals are the most trusted source of information across all
demographic segments, with representativity percentages ranging from
22.67% to 26.90%. This highlights the critical role healthcare professionals
play in shaping vaccination confidence and suggests that leveraging their
influence could be key in addressing hesitancy.

3- Impact of Education Level on Vaccine Trust:

Higher education levels correlate with greater trust in scientific research
and lower overall vaccine hesitancy. However, concerns about COVID-19
vaccines remain high across all education levels, indicating a need for
targeted educational interventions that address specific myths and
misinformation.

4- Role of Television and Social Media in Spreading

Misinformation:
Television and social media are significant sources of information but also
contribute to skepticism due to misinformation. This dual role suggests
that interventions should focus on improving the quality of information
disseminated through these channels to counteract misinformation
effectively.

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4. Conclusions
5- Importance of Historical Success in Building Trust:

The historical success of vaccines in eradicating diseases is a significant

factor in building trust, especially among mothers with fundamental
education and those with older children. Emphasizing the historical
efficacy of vaccines in communication strategies could reinforce trust and
counteract hesitancy.

6- Targeted Interventions for Younger Children:

Mothers with younger children (<7 years) exhibit slightly higher concerns
about severe side effects. Developing strategies to reassure these mothers
about vaccine safety, particularly for newer vaccines, could be crucial in
increasing vaccination rates among this demographic.

7- Leveraging Family Influence to Enhance Confidence:

Family influence plays a significant role in shaping trust in vaccination.
Leveraging family networks and trusted family figures, particularly those
with healthcare backgrounds, could be an effective strategy for increasing
vaccination confidence.

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5. Gallery
QUESTION 1
WHAT DO YOU KNOW OR HAVE YOU HEARD THAT MAKES YOU HESITATE ABOUT VACCINATING YOUR CHILDREN?

Distrust in Vaccine Ingredients Concerns about COVID-19 Vaccine Influence of Social Media

Misinformation and Conflicting Information Other Concerns for Specific Health Conditions

26
5. Gallery
QUESTION 1
WHAT DO YOU KNOW OR HAVE YOU HEARD THAT MAKES YOU HESITATE ABOUT VACCINATING YOUR CHILDREN?

Long-term Effects Uncertainty Fear of Severe Side Effects Doubts about Vaccine Efficacy

Distrust in Rapid Vaccine Development

27
5. Gallery
QUESTION 2
WHAT DO YOU KNOW OR HAVE YOU HEARD THAT MAKES YOU TRUST IN VACCINATING YOUR CHILDREN?

Disease Eradication Trust in Scientific Research and Testing Safety and Efficacy

Positive Family and Personal Experience Other Government and Institutional Trust

28
5. Gallery
QUESTION 2
WHAT DO YOU KNOW OR HAVE YOU HEARD THAT MAKES YOU TRUST IN VACCINATING YOUR CHILDREN?

Healthcare Professional Recommendations Community Immunity

29
5. Gallery
QUESTION 3
WHERE DID YOU HEAR THE PIECES OF INFORMATION THAT MAKE YOU TRUST/DOUBT IN VACCINATING YOUR
CHILDREN? (I.E: SOCIAL NETWORKS, FRIENDS AND FAMILY, ETC)

Medical Professionals Family Influence Television and News

Social Media Scientific Research Personal Experience

30
5. Gallery
QUESTION 3
WHERE DID YOU HEAR THE PIECES OF INFORMATION THAT MAKE YOU TRUST/DOUBT IN VACCINATING YOUR
CHILDREN? (I.E: SOCIAL NETWORKS, FRIENDS AND FAMILY, ETC)

Educational Institutions Government Campaigns Misinformation

Other

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