Improving influenza vaccination among older adults in Singapore

In Singapore, older adults are at the highest-risk of hospitalization and death caused by influenza infection —yet this group is among the lowest to comply with medical recommendations to receive the widely available annual vaccine. It is the purpose of this project to improve influenza immunization rates among older adults in Singapore through a more robust understanding of health literacies, communication needs, and barriers to vaccine uptake.

The project takes a social scientific approach to understanding the psycho-emotional needs and issues faced by the growing aging population regarding influenza vaccine perceptions and uptake. The project will employ focus group study, expert interviews, and representative surveying and experimental testing in both English and Mandarin to improve the understanding of the cognitive and emotional factors that underpin the decision-making process to vaccinate against influenza. Studies will include older adults as well as immediate family-members and caregivers to establish a baseline understanding of the dynamics of social networks in vaccine decision-making processes. It is imperative that health communicators understand the factors that influence older adults’ decisions regarding vaccination and how these factors may contribute to improving strategic communication strategies for this population in need. 

The findings of this project are expected to contribute significantly to the fields of health communication and vaccine promotion.