Facebook Launches COVID-19 Vaccine Profile Frames

With increasing access to COVID-19 vaccines across the United States, Facebook has partnered with the U.S. Department of Health and Human Services (HHS) and the Centers for Disease Control and Prevention (CDC) to introduce new profile frames. These frames are designed to enable users to demonstrate their support for vaccination to their networks.

Collaboration and Initial Success

This initiative builds upon a similar program launched in the United Kingdom in collaboration with the National Health Services (NHS). The U.K. rollout has already achieved significant visibility, with approximately 25% of Facebook users there having viewed a friend utilizing the profile frame.

Frame Options and Messaging

U.S. users now have the ability to select from frames featuring banners displaying messages such as “Let’s Get Vaccinated” or “I Got My COVID-19 Vaccine.” These banners are available in both English and Spanish.

The banner will be displayed as an overlay on the user’s profile picture, accompanied by a blue bubble stating “We Can Do This.”

First-Party Frames for Tracking

Previously, available vaccine-related profile frames were created by third parties. These new frames are developed, in part, directly by Facebook, allowing the platform to monitor their usage more effectively over time.

News Feed Visibility

In the coming weeks, Facebook intends to present users with a summary within their News Feed. This summary will highlight friends, family, and followed individuals who are utilizing the new COVID-19 vaccine profile frames.

Therefore, utilizing these official frames will be crucial for inclusion in this visibility feature.

The Power of Social Norms

Facebook highlights that research indicates a substantial influence of social norms on individuals’ health-related attitudes and behaviors. This is a significant point, especially considering the company’s stated desire to minimize its network’s role in the dissemination of misinformation and anti-vaccine viewpoints.

Encouraging Vaccination Through Peer Influence

The belief is that witnessing trusted contacts receiving the vaccine will motivate others to do the same. This approach can be particularly impactful for individuals who are hesitant or uncertain about vaccination.

Alignment with CDC Efforts

Utilizing social media to promote vaccinations aligns with the CDC’s established strategies. Previously, the CDC shared photos from healthcare workers and essential personnel documenting their vaccination experiences.

The CDC also provided pre-designed social media graphics and messaging for organizations aiming to encourage vaccinations on platforms like Facebook, Twitter, and LinkedIn.

Rollout Details

The new profile frames are currently being deployed to Facebook users throughout the U.S., beginning today.