---
title: "Healthy ageing messaging and vaccine intention in older adults: a French social marketing survey"
id: "pubmed-42594637"
canonical_url: "https://medichelpline.com/clinical-feed/pubmed-42594637"
content_type: "clinical_feed_article"
specialty: "Pharmacology"
source_name: "PubMed / NCBI"
source_url: "https://pubmed.ncbi.nlm.nih.gov/42594637/"
doi: "10.1016/j.vaccine.2026.129018"
published_at: "2026-09-17T00:00:00.000Z"
evidence_level: "Journal Article"
license: "CC-BY-NC-4.0 / Informational Use"
---
# Healthy ageing messaging and vaccine intention in older adults: a French social marketing survey
## Provenance & Clinical Metadata
- **Canonical URL:** https://medichelpline.com/clinical-feed/pubmed-42594637
- **Specialty:** [Pharmacology](https://medichelpline.com/clinical-feed/pharmacology.md)
- **Primary Source:** PubMed / NCBI
- **Source URL:** [Original Journal Publication](https://pubmed.ncbi.nlm.nih.gov/42594637/)
- **DOI:** [10.1016/j.vaccine.2026.129018](https://doi.org/10.1016%2Fj.vaccine.2026.129018)
- **Published At:** 2026-09-17T00:00:00.000Z
- **Evidence Rating:** Journal Article
## Executive GIST (TL;DR)
- Background: Vaccination coverage in older adults in France is suboptimal despite evidence that vaccines may contribute to **healthy ageing** beyond infection prevention. The study applied a social marketing approach to identify message and access elements that could improve vaccine intention. - Study design: Cross-sectional online survey of community-dwelling adults aged ≥60 years in France using an anonymous questionnaire. Participants were classified into three behavioural adherence profiles (low, intermediate, high) based on self-reported vaccine uptake and reasons for non-vaccination. - Interventions tested: Seven hypothetical scenarios addressing vaccination promotion and access were presented to respondents to gauge potential impact on vaccination intention. - Key results — adherence profiles: Of 3331 respondents, 2416 were included. The sample constituted 15.6% high-adherence, 81.7% intermediate-adherence, and 2.8% low-adherence participants. - Perceptions: Agreement that **vaccination contributes to healthy ageing** differed markedly across profiles: 3% (low), 56% (intermediate), and 78% (high), p < 0.001. - Messaging impact: Messages linking vaccination to reduced risk of **stroke** and **myocardial infarction** produced the largest increases in vaccination intention among high-adherence participants (69% and 67% reported they would get vaccinated, respectively). - Trusted sources and incentives: **Healthcare professionals** were the most trusted information source (93–95% among intermediate and high adherence). **Vaccination vouchers** were positively received: 57% of intermediate-adherence and 81% of high-adherence participants reported they would get vaccinated if offered a voucher. - Interpretation: Social marketing elements that link vaccines to broader healthy ageing benefits, and that leverage trusted healthcare professionals and access facilitators such as vouchers, were associated with higher reported vaccination intention in this survey. - Missing details: The abstract is truncated; the final portion of conclusions and any additional quantitative or methodological specifics beyond the provided abstract were not reported in the source excerpt and therefore are not included here.
## Clinical Analysis & Structured Key Points
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Epub 2026 Aug 13. # 'Healthy ageing' messaging in vaccine promotion among older adults: evaluation of vaccine intention in a survey using a social marketing methodology [Alexandra Addario](https://pubmed.ncbi.nlm.nih.gov/?term=Addario+A&cauthor_id=42594637)[ 1 ](https://pubmed.ncbi.nlm.nih.gov/42594637/#full-view-affiliation-1 "Gérontopôle Auvergne-Rhône-Alpes, Saint-Etienne, France; Centre International De Recherche en Infectiologie, Team GIMAP, Université Jean Monnet, Université Claude Bernard Lyon 1, Inserm, U1111, CNRS, UMR530, France; CIC INSERM 1408 Vaccinologie, CHU De Saint-Etienne; 42055 Saint-Etienne Cedex 2, France; Groupe de Translational Research In Autoimmunity and Inflammation Group \(T-RAIG, TIMC IMAG\), University Grenoble-Alpes, France; Chaire PREVACCI, PRESAGE Institute, Université Jean Monnet, 42023 Saint-Etienne, France; Chaire Sante Des ainés, Ingénierie De La Prévention, PRESAGE Institute, Université Jean Monnet, 42023 Saint-Etienne, France. Electronic address: alexandra.addario@chu-st-etienne.fr."), [Boris Chapoton](https://pubmed.ncbi.nlm.nih.gov/?term=Chapoton+B&cauthor_id=42594637)[ 2 ](https://pubmed.ncbi.nlm.nih.gov/42594637/#full-view-affiliation-2 "Coactis UR 4161, Université Jean Monnet Saint-Etienne, France."), [Thomas Célarier](https://pubmed.ncbi.nlm.nih.gov/?term=C%C3%A9larier+T&cauthor_id=42594637)[ 3 ](https://pubmed.ncbi.nlm.nih.gov/42594637/#full-view-affiliation-3 "Gérontopôle Auvergne-Rhône-Alpes, Saint-Etienne, France; Department of Clinical Gerontology, University Hospital of Saint-Etienne, Saint-Etienne, France."), [Nathalie Barth](https://pubmed.ncbi.nlm.nih.gov/?term=Barth+N&cauthor_id=42594637)[ 4 ](https://pubmed.ncbi.nlm.nih.gov/42594637/#full-view-affiliation-4 "Gérontopôle Auvergne-Rhône-Alpes, Saint-Etienne, France."), [Bienvenu Bongue](https://pubmed.ncbi.nlm.nih.gov/?term=Bongue+B&cauthor_id=42594637)[ 5 ](https://pubmed.ncbi.nlm.nih.gov/42594637/#full-view-affiliation-5 "Chaire Sante Des ainés, Ingénierie De La Prévention, PRESAGE Institute, Université Jean Monnet, 42023 Saint-Etienne, France; French National Health Insurance, Saint Etienne, France; SAINBIOSE, INSERM U1059, Mines Saint-Etienne, Université Jean Monnet, Saint-Etienne, France."), [Gaëtan Gavazzi](https://pubmed.ncbi.nlm.nih.gov/?term=Gavazzi+G&cauthor_id=42594637)[ 6 ](https://pubmed.ncbi.nlm.nih.gov/42594637/#full-view-affiliation-6 "Gérontopôle Auvergne-Rhône-Alpes, Saint-Etienne, France; Groupe de Translational Research In Autoimmunity and Inflammation Group \(T-RAIG, TIMC IMAG\), University Grenoble-Alpes, France; Department of Geriatric Medicine, University Hospital Grenoble Alpes, Grenoble, France."), [Elisabeth Botelho-Nevers](https://pubmed.ncbi.nlm.nih.gov/?term=Botelho-Nevers+E&cauthor_id=42594637)[ 7 ](https://pubmed.ncbi.nlm.nih.gov/42594637/#full-view-affiliation-7 "Centre International De Recherche en Infectiologie, Team GIMAP, Université Jean Monnet, Université Claude Bernard Lyon 1, Inserm, U1111, CNRS, UMR530, France; CIC INSERM 1408 Vaccinologie, CHU De Saint-Etienne; 42055 Saint-Etienne Cedex 2, France; Chaire PREVACCI, PRESAGE Institute, Université Jean Monnet, 42023 Saint-Etienne, France; Department of Infectious Diseases, CHU de Saint-Etienne, Saint-Etienne, France.") Affiliations Expand ### Affiliations * 1 Gérontopôle Auvergne-Rhône-Alpes, Saint-Etienne, France; Centre International De Recherche en Infectiologie, Team GIMAP, Université Jean Monnet, Université Claude Bernard Lyon 1, Inserm, U1111, CNRS, UMR530, France; CIC INSERM 1408 Vaccinologie, CHU De Saint-Etienne; 42055 Saint-Etienne Cedex 2, France; Groupe de Translational Research In Autoimmunity and Inflammation Group (T-RAIG, TIMC IMAG), University Grenoble-Alpes, France; Chaire PREVACCI, PRESAGE Institute, Université Jean Monnet, 42023 Saint-Etienne, France; Chaire Sante Des ainés, Ingénierie De La Prévention, PRESAGE Institute, Université Jean Monnet, 42023 Saint-Etienne, France. Electronic address: alexandra.addario@chu-st-etienne.fr. * 2 Coactis UR 4161, Université Jean Monnet Saint-Etienne, France. * 3 Gérontopôle Auvergne-Rhône-Alpes, Saint-Etienne, France; Department of Clinical Gerontology, University Hospital of Saint-Etienne, Saint-Etienne, France. * 4 Gérontopôle Auvergne-Rhône-Alpes, Saint-Etienne, France. * 5 Chaire Sante Des ainés, Ingénierie De La Prévention, PRESAGE Institute, Université Jean Monnet, 42023 Saint-Etienne, France; French National Health Insurance, Saint Etienne, France; SAINBIOSE, INSERM U1059, Mines Saint-Etienne, Université Jean Monnet, Saint-Etienne, France. * 6 Gérontopôle Auvergne-Rhône-Alpes, Saint-Etienne, France; Groupe de Translational Research In Autoimmunity and Inflammation Group (T-RAIG, TIMC IMAG), University Grenoble-Alpes, France; Department of Geriatric Medicine, University Hospital Grenoble Alpes, Grenoble, France. * 7 Centre International De Recherche en Infectiologie, Team GIMAP, Université Jean Monnet, Université Claude Bernard Lyon 1, Inserm, U1111, CNRS, UMR530, France; CIC INSERM 1408 Vaccinologie, CHU De Saint-Etienne; 42055 Saint-Etienne Cedex 2, France; Chaire PREVACCI, PRESAGE Institute, Université Jean Monnet, 42023 Saint-Etienne, France; Department of Infectious Diseases, CHU de Saint-Etienne, Saint-Etienne, France. * PMID: **42594637** * DOI: [ 10.1016/j.vaccine.2026.129018 ](https://doi.org/10.1016/j.vaccine.2026.129018) Free article Item in Clipboard # 'Healthy ageing' messaging in vaccine promotion among older adults: evaluation of vaccine intention in a survey using a social marketing methodology Alexandra Addario et al. Vaccine. 2026. Free article Show details Display options Display options Format Abstract PubMed PMID Vaccine Actions * [ Search in PubMed ](https://pubmed.ncbi.nlm.nih.gov/?term=%22Vaccine%22%5Bjour%5D&sort=date&sort_order=desc) * [ Search in NLM Catalog ](https://www.ncbi.nlm.nih.gov/nlmcatalog?term=%22Vaccine%22%5BTitle+Abbreviation%5D) * [ Add to Search ](https://pubmed.ncbi.nlm.nih.gov/42594637/) . 2026 Sep 17:90:129018. doi: 10.1016/j.vaccine.2026.129018. Epub 2026 Aug 13. ### Authors [Alexandra Addario](https://pubmed.ncbi.nlm.nih.gov/?term=Addario+A&cauthor_id=42594637)[ 1 ](https://pubmed.ncbi.nlm.nih.gov/42594637/#short-view-affiliation-1 "Gérontopôle Auvergne-Rhône-Alpes, Saint-Etienne, France; Centre International De Recherche en Infectiologie, Team GIMAP, Université Jean Monnet, Université Claude Bernard Lyon 1, Inserm, U1111, CNRS, UMR530, France; CIC INSERM 1408 Vaccinologie, CHU De Saint-Etienne; 42055 Saint-Etienne Cedex 2, France; Groupe de Translational Research In Autoimmunity and Inflammation Group \(T-RAIG, TIMC IMAG\), University Grenoble-Alpes, France; Chaire PREVACCI, PRESAGE Institute, Université Jean Monnet, 42023 Saint-Etienne, France; Chaire Sante Des ainés, Ingénierie De La Prévention, PRESAGE Institute, Université Jean Monnet, 42023 Saint-Etienne, France. Electronic address: alexandra.addario@chu-st-etienne.fr."), [Boris Chapoton](https://pubmed.ncbi.nlm.nih.gov/?term=Chapoton+B&cauthor_id=42594637)[ 2 ](https://pubmed.ncbi.nlm.nih.gov/42594637/#short-view-affiliation-2 "Coactis UR 4161, Université Jean Monnet Saint-Etienne, France."), [Thomas Célarier](https://pubmed.ncbi.nlm.nih.gov/?term=C%C3%A9larier+T&cauthor_id=42594637)[ 3 ](https://pubmed.ncbi.nlm.nih.gov/42594637/#short-view-affiliation-3 "Gérontopôle Auvergne-Rhône-Alpes, Saint-Etienne, France; Department of Clinical Gerontology, University Hospital of Saint-Etienne, Saint-Etienne, France."), [Nathalie Barth](https://pubmed.ncbi.nlm.nih.gov/?term=Barth+N&cauthor_id=42594637)[ 4 ](https://pubmed.ncbi.nlm.nih.gov/42594637/#short-view-affiliation-4 "Gérontopôle Auvergne-Rhône-Alpes, Saint-Etienne, France."), [Bienvenu Bongue](https://pubmed.ncbi.nlm.nih.gov/?term=Bongue+B&cauthor_id=42594637)[ 5 ](https://pubmed.ncbi.nlm.nih.gov/42594637/#short-view-affiliation-5 "Chaire Sante Des ainés, Ingénierie De La Prévention, PRESAGE Institute, Université Jean Monnet, 42023 Saint-Etienne, France; French National Health Insurance, Saint Etienne, France; SAINBIOSE, INSERM U1059, Mines Saint-Etienne, Université Jean Monnet, Saint-Etienne, France."), [Gaëtan Gavazzi](https://pubmed.ncbi.nlm.nih.gov/?term=Gavazzi+G&cauthor_id=42594637)[ 6 ](https://pubmed.ncbi.nlm.nih.gov/42594637/#short-view-affiliation-6 "Gérontopôle Auvergne-Rhône-Alpes, Saint-Etienne, France; Groupe de Translational Research In Autoimmunity and Inflammation Group \(T-RAIG, TIMC IMAG\), University Grenoble-Alpes, France; Department of Geriatric Medicine, University Hospital Grenoble Alpes, Grenoble, France."), [Elisabeth Botelho-Nevers](https://pubmed.ncbi.nlm.nih.gov/?term=Botelho-Nevers+E&cauthor_id=42594637)[ 7 ](https://pubmed.ncbi.nlm.nih.gov/42594637/#short-view-affiliation-7 "Centre International De Recherche en Infectiologie, Team GIMAP, Université Jean Monnet, Université Claude Bernard Lyon 1, Inserm, U1111, CNRS, UMR530, France; CIC INSERM 1408 Vaccinologie, CHU De Saint-Etienne; 42055 Saint-Etienne Cedex 2, France; Chaire PREVACCI, PRESAGE Institute, Université Jean Monnet, 42023 Saint-Etienne, France; Department of Infectious Diseases, CHU de Saint-Etienne, Saint-Etienne, France.") ### Affiliations * 1 Gérontopôle Auvergne-Rhône-Alpes, Saint-Etienne, France; Centre International De Recherche en Infectiologie, Team GIMAP, Université Jean Monnet, Université Claude Bernard Lyon 1, Inserm, U1111, CNRS, UMR530, France; CIC INSERM 1408 Vaccinologie, CHU De Saint-Etienne; 42055 Saint-Etienne Cedex 2, France; Groupe de Translational Research In Autoimmunity and Inflammation Group (T-RAIG, TIMC IMAG), University Grenoble-Alpes, France; Chaire PREVACCI, PRESAGE Institute, Université Jean Monnet, 42023 Saint-Etienne, France; Chaire Sante Des ainés, Ingénierie De La Prévention, PRESAGE Institute, Université Jean Monnet, 42023 Saint-Etienne, France. Electronic address: alexandra.addario@chu-st-etienne.fr. * 2 Coactis UR 4161, Université Jean Monnet Saint-Etienne, France. * 3 Gérontopôle Auvergne-Rhône-Alpes, Saint-Etienne, France; Department of Clinical Gerontology, University Hospital of Saint-Etienne, Saint-Etienne, France. * 4 Gérontopôle Auvergne-Rhône-Alpes, Saint-Etienne, France. * 5 Chaire Sante Des ainés, Ingénierie De La Prévention, PRESAGE Institute, Université Jean Monnet, 42023 Saint-Etienne, France; French National Health Insurance, Saint Etienne, France; SAINBIOSE, INSERM U1059, Mines Saint-Etienne, Université Jean Monnet, Saint-Etienne, France. * 6 Gérontopôle Auvergne-Rhône-Alpes, Saint-Etienne, France; Groupe de Translational Research In Autoimmunity and Inflammation Group (T-RAIG, TIMC IMAG), University Grenoble-Alpes, France; Department of Geriatric Medicine, University Hospital Grenoble Alpes, Grenoble, France. * 7 Centre International De Recherche en Infectiologie, Team GIMAP, Université Jean Monnet, Université Claude Bernard Lyon 1, Inserm, U1111, CNRS, UMR530, France; CIC INSERM 1408 Vaccinologie, CHU De Saint-Etienne; 42055 Saint-Etienne Cedex 2, France; Chaire PREVACCI, PRESAGE Institute, Université Jean Monnet, 42023 Saint-Etienne, France; Department of Infectious Diseases, CHU de Saint-Etienne, Saint-Etienne, France. * PMID: **42594637** * DOI: [ 10.1016/j.vaccine.2026.129018 ](https://doi.org/10.1016/j.vaccine.2026.129018) Item in Clipboard Full text links Cite Display options Display options Format Abstract PubMed PMID ## Abstract **Background:** Although increasing evidence suggests that vaccination may contribute to healthy ageing through benefits extending beyond infection prevention, vaccination coverage among older adults remains suboptimal in France. Social marketing offers a promising framework for promoting health behaviours by addressing multiple determinants of decision-making. This study aimed to identify key elements of the social marketing 5P framework that may improve vaccination intention and ultimately vaccination uptake. **Methods:** We conducted a cross-sectional study among community-dwelling aged ≥60 years in France using an anonymous online questionnaire. Based on self-reported vaccine uptake and reasons for non-vaccination, participants were classified into three behavioural adherence profiles (low, intermediate, and high). Seven hypothetical scenarios related to vaccination promotion and access were presented. Differences between profiles were assessed using categorical analyses. **Results:** Among 3331 respondents, 2416 were included. High-, intermediate-, and low-adherence profile represented 15.6%, 81.7% and 2.8% of participants. Agreement with the statement that vaccination contributes to healthy ageing increased from 3% in the low-adherence profile to 56% in the intermediate profile and 78% in the high profile (p < 0.001). Messages linking vaccination to reductions in stroke and myocardial infarction risk generated the highest vaccination intention, with 69% and 67% of participants in the High adherence profile reporting that they would get vaccinated, respectively. Healthcare professionals were the most trusted source of vaccination information (93-95% among intermediate and high adherence participants). Vaccination vouchers were positively received, with 57% of intermediate-adherence participants and 81% in the high-adherence reporting that they would get vaccinated if offered one. **Conclusions:** Messaging linking vaccination to healthy ageing, particularly though cardiovascular and cognitive he
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