While more people, globally, are becoming more willing to take the COVID-19 vaccination compared to its initial rollout in December 2020, intent remains relatively low in certain countries and among distinct U.S. population segments. The ARF presented at SxSW to discuss what research about messaging to different audiences about vaccination can tell us about points of hesitation, the kinds of persuasive influencers needed and their sources of information. The session also touched on which types of message are most effective in overcoming vaccination hesitancy.