Vaccine communication in high- and low-trust countries: an exploratory study

Purpose This paper explores how public health authorities' vaccine communication strategies during the COVID-19 pandemic interacted with pre-existing levels of institutional trust, and how these trust levels shaped perceived opportunities and constraints for communicating trustworthiness in high- and low-trust national environments. Design/methodology/approach The study employs an exploratory qualitative comparative case study design, analysing vaccine communication strategies in Norway and Roma