The Rhode Island Department of Health (RIDOH) selected Pro-Change to infuse best practices from behavior change science into ongoing messaging to promote COVID-19 vaccines and boosters. The RIDOH and Pro-Change teams recognize that the individuals who have not yet been vaccinated are not a homogeneous group. Thus, targeted messages designed to meet people where they are in their decision-making process are urgently needed.

To advance RIDOH’s multifaceted efforts to increase uptake of the COVID-19 vaccine and boosters, Pro-Change first reviewed the extensive formative research conducted by RIDOH and spoke with several key community stakeholders in Rhode Island.

                                                 Sample communications provided to RIDOH

Applying best practices from robust behavior change theories, principles from a diverse array of communication frameworks, and emerging research on vaccine messaging, our expert team of scientists then developed a series of plain-language resources and tools to help community partners assess and respond to individuals’ confidence in and readiness for COVID-19 vaccination, as well as a library of localized social media posts that can be embedded in a community toolkit. The social media posts were specifically designed to resonate with individuals with varying levels of vaccine hesitancy and to be customizable by diverse community partners.

“We are deeply committed to leveraging every tool at our disposal to help increase rates of COVID-19 vaccinations and boosters,” said Dr. Sara S. Johnson, Co-President and CEO of Pro-Change. “It is a pleasure and an honor to collaborate with the dedicated team at the Rhode Island Department of Health who has been working tirelessly to protect Rhode Island residents. We are grateful to be contributing to their efforts.”

In Other News…

Pro-Change recently teamed up with Med-IQ, an award-winning accredited medical education provider, to create an interactive text messaging campaign to help individuals manage atopic dermatitis (eczema). For more information, please visit