Behavioural messages tested in the experiment
| Condition | Final paragraph of the vignette |
| Control | Get vaccinated to protect yourself from COVID-19 |
| Society | Get vaccinated to protect yourself and the vulnerable people in Great Britain from COVID-19 |
| Family and friends | Get vaccinated to protect yourself, your community, and your vulnerable friends and family members such as your children, your parents or your grandparents from the COVID-19 |