Jerome Adams could have called anyone. Any scientist, politician or celebrity in the United States. As one of the country’s most powerful public health figures, the US Surgeon General had his choice. But last week, when Adams directed a Los Angeles television interview about the COVID-19 vaccines and when he sought out a famous figure to help the nation’s cause, he turned to sports.
“LeBron James,” he said out of nowhere. “I want to know when you are going to take the photo. Not the basketball shot, but the COVID shot. “
For some, his message seemed strange. Maybe tacky, and probably weird. James, one of the 36 healthiest years on the planet, is not next in line for a coronavirus vaccine. The NBA, like other major leagues, plans to wait its turn.
But in public health circles, Adams’ message reflected a growing belief: that prominent figures in sport could help the United States overcome the pandemic.
“Famous athletes,” says Sherry Pagoto, professor of health communication at UConn, “have a unique opportunity to make an impact.”
Society longs for normalcy. Recapture will depend on the wide acceptance of the vaccine. And acceptance of the vaccine, experts say, is something that sports figures can help promote in a variety of ways. Skepticism is decreasing, but it is still substantial. Therefore, throughout 2021, public message campaigns will persuade skeptics to roll up their sleeves. And athletes, says Steven Hoffman, a professor at York University who studied the subject, “can actually be [some] of the best and most effective messengers. “
Most of the campaign planning remains in the early stages, with the vaccine available to the general public for a few months. But several state and local health departments have told Yahoo Sports that sports personalities “definitely” or are likely to be involved. Spokesmen for two prominent university coaches said the coaches would be willing to participate. Adam Silver said the NBA “will most likely be part of some public service campaigns”. And the Advertising Council, which launched a $ 50 million “national vaccine education effort”, told Yahoo Sports that it is “exploring working with athletes.” Experts expect some to be vaccinated on camera.
Because a visible and well-informed defense “could do great things,” says Pagoto. “It would be heroic, honestly.”
Why athletes can be influential messengers
Vaccines are scientific wonders. A panel of qualified scientists found Pfizer and Moderna effective and safe. But “a problem with scientists,” explains Carly Goldstein, a professor of behavioral medicine at Brown, “is that we really suck at PR.” They spend thousands of hours on complex science. They spend relatively little on building public trust.
So when they need it, like now, they look for people who have it. And celebrities, for better or worse, “have an audience that really pays attention to them,” says Emily Brunson, an anthropologist in Texas.
Brunson and three other experts interviewed for this story recently worked with the National Institutes of Health to develop recommendations for dealing with vaccine hesitation. His report concluded that public figures, among many other Americans, “will be important partners in communicating to audiences who are less likely to respond to information disseminated by the government, traditional media or scientists.” Sylvia Chou, an NIH employee who co-wrote the newspaper, admits that public health officials “sometimes have trouble overcoming certain social and political divisions. So I think this is where athletes have a great opportunity. “
Its power, experts say, is as much in its admiration as it is in its reach. Hoffman, who wrote a 2015 article on how celebrities influence health-related behavior, says that “humans are biologically, psychologically and socially programmed to follow celebrity advice. … Whatever they say or do themselves, they lend their golden glow to these products or actions.
“They also have great social media [followings] and social networks. So that when they do something, they influence others, they influence others and others, and so on. ”Celebrities directly influence decisions. They also indirectly help to normalize them.
And all the experts interviewed for this story said that athletes do indeed fall under the umbrella of the “celebrity”.
“In fact, I’m particularly excited about athletes, perhaps even more than other celebrities, for a number of reasons,” said Goldstein.
Among the reasons she and others gave:
-
Athletes are often seen as models of physical health.
-
Athletes would have a lot to lose if vaccines were not safe – because any significant and long-lasting side effects could change their careers.
-
Athletes have a wide influence on many social and political spectra. Vaccination hesitation is also demographically diverse. A campaign that, for example, featured James and Tom Brady could reach a wide range of skeptics. “The beauty of professional sports in particular is that there is an athlete for almost everyone,” says Goldstein. “[Sports] cuts the American public in a way that many other industries cannot really reach. “
-
Many popular athletes are black and have considerable influence in black communities – where vaccination hesitation often exists at higher rates due to distrust of medical treatment.
-
Athletes have strong geographical ties – that is, with the cities their teams represent – and therefore are the main candidates for local campaigns, even if they are not seen as celebrities nationally.
Most vaccine campaigns are local enterprises. Several experts have asked athletes to work with their respective municipal or state health departments to find out how they can help. Because it is essential, experts say, to get the message right.
But some megastars will have national reach. A recent Harris survey reported that about 1 in 4 Americans said they would be more willing to be vaccinated if they saw James, Brady, Serena Williams or Michael Jordan being vaccinated first. Even a small fraction of this influence could push some communities beyond their limits of herd immunity and towards normality.
How – and when – athletes can help
The question remains, however, of when these athletes should have access to the vaccine. The first weeks of the vaccine’s launch were filled with photos. But athletes cannot participate now because they are not essential workers. They are not over 65 years old. Most have no underlying diseases that put them at increased risk. And they are concerned with the optics. Many leagues have skipped test lines. But his commissioners said they will not do it with vaccines. Elderly coaches and former athletes could release their vaccines earlier, and perhaps with a similar social effect. But active athletes, those with the most engaged audience, seem ready to wait.
This does not mean, however, that they cannot yet use their influence. Brunson points to Steph Curry and his interviews with Anthony Fauci. Lending massive platforms to experts, she says, “can be particularly powerful”. Sharing “pro-social” messages can also help. Experts suggest PSAs that indicate the athlete’s willingness and spirit to get vaccinated when their turn comes – and that they also call on fans to follow their lead, for the sake of their communities or even the crowded stadiums.
In the spring, the queue will likely be empty. The athletes advance in front of him. Impressionable skeptics will open your eyes and ears. Of course, some athletes will also be skeptical. But that, experts say, could make your defense even more impactful. Several sources have encouraged them to turn photos into engaging videos; to speak authentically about previous concerns; to explain how they overcame these concerns, which doctors they consulted and why they accepted the vaccine. Doing so would help an audience that may be struggling with similar malaise.
Experts also suggest that athletes follow up after the photo shoot; update fans on any symptoms or side effects; and show that, most likely, days after the injection, they are feeling well.
“Helping people to overcome all of this is a really useful thing that athletes can do,” says Goldstein. “We don’t need to be doctors. We need them to connect with the humanity of the people who admire them. “
More from Yahoo Sports: