Although research investigating the therapeutic potential of RNA has been ongoing since the 1970s, its novel use as a vaccine platform to target the SARS‑CoV‑2 virus during the COVID-19 pandemic brought this technology centre-stage.

The first large-scale application of mRNA during the COVID-19 pandemic has been hailed as an unprecedented scientific achievement of our generation, yet growing public mistrust and polarization surround mRNA technology. Advancements in next-generation mRNA technologies are poised to transform health care as they can flexibly be applied and scaled to treat and prevent many different conditions (e.g., cancer, metabolic disorders, HIV, STIs, influenza, etc.)

To better understand public sentiment and, in turn, strengthen public trust and support societal adoption of immune-based innovations during health emergencies, the Bridge Research Consortium (BRC) has gathered social and behavioural insights using diverse methodologies, including social media analyses, a national survey, community dialogues, and literature reviews. This brief synthesizes key insights and offers recommendations to inform potential practices and strategies related to mRNA technology.

Recommendations

1. Work with trusted messengers (e.g., health-care providers, community leaders, etc.) to develop clear messaging around mRNA technologies and support understanding of the therapeutic pipeline in Canada.
2. Tailored engagement, including co-production of communication outputs and trust-building with high-priority groups, is needed. Areas of consensus, including positive sentiments around building domestic biomanufacturing capacity, can be leveraged to facilitate trust building.
3. Proactive messaging and "pre-bunking" approaches, should be applied to novel applications for mRNA technology, such as cancer and H5N1 vaccines.
4. Clear messaging promoting the benefits, safety, and efficacy of mRNA therapeutic technology should be amplified when partisan announcements regarding the technology are made
5. Support expert influencers to engage in online discussions around mRNA. Invest in social media campaigns and science communication training to support governments, public health and news organizations, health-care facilities, scientists, medical professionals, and public health experts in developing online messaging that is evidence informed, engaging, and emotionally resonant.