The public health campaign to sell people on COVID-19 vaccinations is more than a year old, but its success is limited. The latest strain of the virus shows that unvaccinated people are significantly more likely to contract the omicron variant, resulting in higher rates of hospitalization and death. This reality raises a question - why are people refusing the shots? What’s gone wrong with the public health message? Early on the focus was on mass vaccinations, which convinced many millions of people. When the numbers stalled, it was time for incentives; get a shot, win a gift card or a car. In West Virginia, the campaign became, “Do it for Baby Dog,” using the governor’s English Bulldog as a mascot. But few of these efforts are swaying vaccine-resistant people. So, what will work? On the next Us & Them, we’ll hear why vaccination campaigns were successful in the past, and the approach many experts say we need to start trying.