As the COVID-19 pandemic persists, a sizable proportion of the U.S. population remains unvaccinated and at high risk of death and serious illness from COVID-19. Vaccine hesitancy, fueled by the proliferation of vaccine misinformation on social media, is one factor contributing to lack of vaccination. Current attempts to overcome vaccine misinformation focus on correcting or debunking falsehoods. Although debunking strategies are important components to any public health campaign, communications must also address rationales for vaccine hesitancy that vary among individuals and communities, and directly address the gist of their concerns in an empathetic, non-judgmental manner. We will conduct a randomized controlled trial to test the effectiveness of empathic, relationship-building interactions relative to standard provision of information on social media to address COVID-19 vaccine hesitancy.

Inclusion Criteria:

• reside in the U.S.
• unvaccinated from COVID-19
• Use Facebook regularly (at least 1/day)

Exclusion Criteria:

• age <18 years
• do not reside in the U.S.
• vaccinated from COVID-19
• do not use Facebook regularly (at least 1/day)