Attitudes, Cultures and Beliefs around vaccines and the impact they have on uptake in Healthcare Workers CHRISTIAN BENGOA SENIOR PROGRAMME OFFICER – FLU FIGHTER NHS EMPLOYERS How did the number of deaths per year from natural disasters change in the last century

A. More than doubled

B. Remained about the same

C. Decreased to less than half

Source: CRED In the last 20 years the percentage of people living in extreme poverty has…? A. Almost doubled

B. Stayed the same

C. Almost halved

Source: World Bank What percentage of the world’s one year olds are vaccinated against measles?

A. 20%

B. 50%

C. 80%

Source: WHO ANSWERS Deaths from natural disasters in the world Million/year

1.0 Sweden Chimps

A 50% % 33%

0.5 B 38% % 33%

C 12% % 33%

0.1

1900 2010

Source: CRED, GAPMINDER In the last 20 years the percentage of people living in extreme poverty has…? USA

A. Almost doubled 66% %

29% % B. Stayed the same

C. Almost halved 5% %

Source: World Bank, GAPMINDER What percentage of the world’s one year olds (12-23 months) are vaccinated against measles?

Sweden USA Chimps

68% 44% A. 20% % 33%

B. 50% 24% 38% % 33%

C. 80% 8% 17% % 33%

Source: WHO, GAPMINDER Immunisation, measles (% of children ages 12-24 months)

80

70

60

50 We´re full of wrong information Deciding

Shortcut / heuristic

Decision Cognitive We all know about placebo

Small Pill < Big Pill White Pill < Coloured Pill Pill < Injection Our minds are constantly mislead due to our capacity to learn and use past experience as truth

Illusory correlation/causation

• Anchoring bias

• • Pro-innovation bias

• Recency •

• Blind-spot bias • Salience

• • Selective perception

• • Stereotyping

• Conservatism bias •

• Ostrich effect • Zero-risk bias

•

• Overconfidence

17 cognitive that mess up your decisions • Anchoring bias 1. “I’m more concerned with terrorism than I am of flu” • Availability heuristic • Pro-innovation bias • Bandwagon effect • Recency 2. We see when the vaccine fails to protect us but when

• Blind-spot bias the vaccine does work, we do not see anything different • Salience from our normal state of being • Clustering illusion • Selective perception • • StereotypingConfirmation bias

3. Commonly seen in politics and consumer • Conservatism bias behaviour. “No one has their jab, so I won’t either” • Survivorship bias • Ostrich effect • Zero -risk bias • Outcome bias 4. “We never used to wash our hands and look, I’m • Overconfidence still alive!”

5 cognitive biases that mess up your decisions • Anchoring bias 2. We see when the vaccine fails to protect us but when • Availability heuristic the vaccine does work, we do not see anything different from our normal state of being • Pro-innovation bias • Bandwagon effect 3. Commonly seen in politics and consumer behaviour. • Recency “No one has their jab, so I won’t either” • Blind -spot bias • Salience • 1. “I’m more concerned with terrorism than I am of flu” Clustering illusion • Selective perception • Confirmation bias • Stereotyping • Conservatism bias 4. “We never used to wash our hands and look, I’m • • OstrichSurvivorship effect bias still alive!”

•• OutcomeZero-risk bias

• Overconfidence

5 cognitive biases that mess up your decisions

Illusory superiority

DRIVING SKILLS: 93% US & 69% SWEDES SCORED THEMSELVES IN THE TOP HALF

How to fight biases The Backfire Effect

Problem Solution and good practice What we’ve learnt  Biases take place constantly  Mental shortcuts  Correlation ≠ causation  Named cognitive biases  The backfire effect

[email protected] [email protected]

@NHSflufighter @ChristianLive