Jerome Adams could have appealed to anyone. Any scientist, politician or celebrity in the United States. The U.S. Surgeon General was one of the most powerful public health officials in the country. But last week, when Adams returned a television interview in Los Angeles to COVID-19 vaccines, and when he was looking for a famous figure to help the country’s cause, he turned to sports.
“LeBron James,” he said out of nowhere. ‘I want to know when you’re going to take the chance. Not the basketball chance, but the COVID shot. ”
To some, his message seemed uncomfortable. Maybe corny, and probably weird. James, one of the healthiest 36-year-olds on the planet, is not next in line for a coronavirus vaccine. The NBA plans to, like other major leagues, await its turn.
But in public health circles, Adams’ message reflects a growing belief: that leading sports figures can finally help America overcome the pandemic.
“Sterling athletes,” says Sherry Pagoto, a professor of health communications at UConn, “have a unique opportunity to make an impact.”
Society longs for normalcy. Its recovery will depend on the widespread acceptance of the vaccine. And according to experts, the acceptance of vaccines is something that can help sports figures in different ways. Skepticism is waning, but still significant. Throughout 2021, public messaging campaigns will persuade skeptics to roll up their sleeves. And athletes, says Steven Hoffman, a professor at York University who studied the subject, “may it be [some] of the very best and most effective messengers. ”
Most campaign planning is still in its early stages, with the availability of vaccines to the general public still months away. But several city and state health departments have told Yahoo Sports that sports figures will “definitely” or likely be involved. Spokesmen for two leading university coaches said the coaches would be willing to participate. Adam Silver said the NBA “most likely will be part of some public service campaigns.” And the Ad Council, which has launched a “national $ 50 million vaccination effort”, told Yahoo Sports that it “works with athletes”. Experts hope some will be vaccinated against camera.
Because visible, informed advocacy “can do such great things,” Pagoto says. “It would be honestly heroic.”
Why Athletes Can Be Influential Messengers
The vaccines are scientific miracles. A panel of qualified scientists considers Pfizer and Moderna to be effective and safe. But ‘one problem with scientists,’ explains Carly Goldstein, a professor of behavioral medicine to Brown, ‘is that we’re really pretty terrible for PR.’ They spend thousands of hours on complex science. They spend relatively little time building public trust.
When they need it, like now, they turn to people who have it. And celebrities, for better or worse, “do have an audience that really pays attention to it,” says Emily Brunson, a medical anthropologist at the state of Texas.
Brunson and three other experts interviewed for this story recently worked with the National Institutes of Health to develop recommendations for vaccine management. Their report concluded that public figures, among many other Americans, would be “important partners in communicating with audiences that are less likely to disseminate information disseminated by government, traditional media, or scientists.” Sylvia Chou, an NIH contributor who wrote the paper, acknowledges that public health officials’ sometimes have trouble bridging certain social and political divisions. So I think this is where athletes have a great opportunity. ”
Their power, according to experts, is both admirable and within their reach. Hoffman, who wrote a 2015 article on how celebrities influence health-related behaviors, says’ people are biologically, psychologically and socially connected to follow the advice of celebrities. … Everything they talk about or do themselves, they give their golden glow to those products or actions.
‘They also have massive social media [followings] and social networks. Such that when they do something, they influence others, what influences others and others, and so on. The celebrities influence decisions directly. They also indirectly help to normalize them.
And every expert interviewed for this story said that athletes do indeed fall under that “celebrity” umbrella.
“I’m actually very excited about athletes, even maybe more than other celebrities, for a handful of reasons,” Goldstein said.
Among the reasons she and others gave:
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Athletes are often seen as models for physical health.
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Athletes will lose the most if the vaccines are not safe because any significant, long-term side effects could improve their careers.
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Athletes have a wide influence on many social and political spectrums. There is also a demographic diversity between vaccines. A campaign that includes James and Tom Brady, for example, could reach a wide range of skeptics. “The beauty of especially professional sports is that there is an athlete for almost everyone,” says Goldstein. ‘[Sports] across the American public in a way that many other industries cannot really reach. ”
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Many popular athletes are black and have a large influence in black communities – where vaccine hesitation often exists at higher prices due to mistrust in medical treatment.
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Athletes have strong geographical ties – namely with the cities that represent their teams – and are therefore the best candidates for local campaigns, even if they are not considered nationally known.
And vaccine campaigns are mostly local efforts. Several experts have encouraged athletes to work with their respective city or state health departments to find out how they can help. Experts believe that getting the messages right is critical.
But some megastars have reached national. A recent Harris Poll 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 vaccinated first. Even a small fraction of the influence can push some communities beyond their thresholds of immunity and move toward normalcy.
How – and when – athletes can help
However, the question remains when these athletes should have access to the vaccine. The first weeks of vaccination are filled with photo-ops. But athletes cannot participate now because they are not essential workers. They are not older than 65. Most do not have underlying conditions that pose a greater risk. And they are careful about the optics. Many leagues jumped to test. But their commissioners have said they do not want to use it for vaccines. Elderly coaches and former athletes may announce their vaccinations earlier, and perhaps with a similar effect on society. But active athletes, those with the most involved audiences, seem willing to wait.
However, this does not mean that they can not 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 “prosocial” messages can also help. Experts suggest that PSAs indicate an athlete’s willingness and willingness to be vaccinated when it’s their turn – and who also call on supporters to follow their lead, for the benefit of their communities, or even for the sake of complete sports stadiums.
Come spring, the rope will probably clear up. Athletes move up front. Impressive skeptics will open their eyes and ears. Some athletes will naturally be skeptical themselves. But that, experts say, could ultimately make their advocacy even more impactful. Several sources encouraged them to turn photo options into compelling videos; to speak authentically about past problems; to explain how they overcame the problems and which doctors consulted them, and why they eventually accepted the vaccine. Doing so will help an audience struggling with similar discomfort.
Experts also suggest that athletes follow up after the photo-op; keep fans informed of any symptoms or side effects; and shows that they most likely feel good days after they have been injected.
“Helping people go through it all is something that is very helpful for the athletes,” Goldstein says. “We do not need to be doctors. We need them to make contact with the humanity of the people who look up to them. ‘
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