Audience Analysis


The Health Information Persuasion Exploration (HIPE) framework includes the attributes of the People and Place Framework to provide a holistic approach to understanding individual and population influences as well as environmental influences on health behavior. The next two subsections will help guide you in analyzing the attributes of People and Place as it relates to COVID-19 vaccine mis/disinformation and vaccine adoption in vulnerable populations

On this page:

People   |   Place


Take a closer look at the “People” attributes of a community—things like social norms, values, beliefs, cultures, fears, social networks, vaccine intention, income disparities, all of which contribute to COVID-19 vaccine adoption and health communication.


Learn about the “Place” attributes of a community and their impacts on vaccine uptake— from access to healthcare, to transportation and beyond.

Learn about important “People” attributes of a community to consider when developing COVID-19 vaccine communication.

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