Thunderstorms with tornado risk in some areas in Ontario, snow elsewhere in Canada
Canadians can expect a mixed bag of weather, with forecasts warning of thunderstorms, heavy rain and snow in some areas across western Canada.
Whether using a video of Batman shadowing a public health professional or a picture of a purple cartoon character playing hockey, Canadian health units and science communication groups are trying to find ways to inspire young audiences to get the COVID-19 vaccine days before the country is expected to begin the next phase of its immunization drive.
Health Canada approved the use of the Pfizer-BioNTech vaccine for kids aged five to 11 on Friday after reviewing safety and efficacy data from the company for weeks, and doses are expected to arrive in the provinces and territories in the coming days.
As jurisdictions await their shipments, some are gearing up their vaccine communication strategies by injecting youthful themes into their messaging.
Experts say communication around the pediatric vaccine rollout needs to be kid-friendly, clear and concise to drown out misinformation from social media.
"There's a lot of misinformation that can get amplified when it comes to children," said Shana MacDonald, a communications expert with the University of Waterloo. "The fear is that's going to produce hesitancy that doesn't need to be there.
"But I do think public health units are doing excellent work in their communication, making it stronger and shareable."
MacDonald said she's been impressed with some of the messaging she's seen from various health units and those she calls "science influencers" -- experts who've taken it upon themselves to produce and share accurate vaccine content on their own social platforms.
Institutions like the University of Waterloo's School of Pharmacy have been on the forefront of creating easily digestible COVID-19 infographics, partnering with a number of doctors and communication experts to create and share info more widely.
One of those collaborative groups, called Focused COVID Communication, released a graphic on Instagram Friday depicting a smiling purple cartoon figure playing hockey, celebrating a birthday with family, and hanging out with friends to showcase "the benefits of vaccinating children against COVID-19."
Superhero themes also filled the messaging in tweets from other jurisdictions on Friday, including Alberta Health Services, which shared an interactive game where kids choose a character and "build protection ... through important actions such as immunization, diligent hand washing, wearing a mask and social distancing" to defeat "COVID-zilla."
The Ontario Region of Peel released a video on its Twitter account Friday featuring "Brampton Batman" and Medical Officer of Health Dr. Lawrence Loh rolling up to a vaccine clinic in the Batmobile. The comic book legend, in his unmistakable deep voice, calls kids "the real heroes throughout this."
The video, which had been retweeted more than 400 times as of Saturday afternoon, garnered mostly positive replies. Some commenters, however, objected to using Batman to promote vaccines.
MacDonald said adding a superhero element to the video made it more relatable to children.
"It generates some excitement for them and it's a way to counter uncertainty, hesitation and fear," she said. "It may not be well received by everyone on the internet, but they aren't the target demographic."
Sabina Vohra-Miller, a pharmacology expert and founder of the health communication website Unambiguous Science, said vaccine messaging should strive to meet audiences where they're at.
Vohra-Miller, who's been working with Focused COVID Communication since the initiative launched in the spring, said using superheroes and interactive games is a good strategy.
"Children are so open and receptive and this is a great opportunity for us to build on their science literacy and do it in a way that engages them and includes them," she said, adding that her four-and-a-half-year-old son knows a lot about vaccines "because we talk about them and make it fun."
Dr. Samira Jeimy, a clinical immunologist and assistant professor at Western University in London, Ont., was also a fan of the superhero messaging, but said communicators shouldn't rely too heavily on that one theme and risk alienating kids with no interest in caped crusaders.
A straight-forward approach that tailors messaging to what children care about can do wonders, she said.
"Some of my patients don't care (about superheroes), they care about unicorns," said Jeimy, who's involved with Focused COVID Communication. "Honestly, kids are a lot smarter than we realize. Giving them the facts straight, (saying) 'the vaccine will protect you so everyone get back to real life and be with your friends and family again.' ... Those messages have concrete meaning for kids."
Jeimy and Vohra-Miller said some of the challenges around kids vaccine messaging is the perception parents have that COVID-19 won't affect their children.
While severe disease remains rare in kids, some have endured lingering effects including long COVID symptoms and multisystem inflammatory syndrome in children (MIS-C). They can also transmit the virus to others.
"We've had this built up that having a COVID infection is not a big deal for kids and I think we need to strongly, with evidence, show that's not the case," Jeimy said. "Children have suffered enough and it's time to get them back to social activities that will help them grow."
This report by The Canadian Press was first published Nov. 20, 2021.
Canadians can expect a mixed bag of weather, with forecasts warning of thunderstorms, heavy rain and snow in some areas across western Canada.
A Montreal photographer captured the moment a Canada goose defended itself from a fox at the Botanical Garden.
Donald Trump had spent weeks needling U.S. President Joe Biden for his refusal to commit to a debate. But Washington political columnist Eric Ham describes how in one fell swoop, Biden ingeniously stole the issue from the Trump campaign and made it his own.
Passengers on a Singapore Airlines flight hit by severe turbulence on Tuesday described a sudden, dramatic drop as 'all hell broke loose' on board the Boeing airliner carrying 229 passengers and crew.
As an excellent source of heart-healthy omega-3 fatty acids, daily fish oil supplements are a popular way to keep the risk of cardiovascular disease at bay.
Ticks are parasitic bloodsuckers, capable of spreading deadly disease, and they’re becoming increasingly common. Here’s what you need to know about them.
Last month’s cyberattack on pharmacy and retail chain London Drugs that forced the closure of all its stores in Western Canada was orchestrated by a 'sophisticated group of global cybercriminals' who are demanding a ransom—and say they’ll leak the company’s data if it doesn’t pay up.
Norway, Ireland and Spain said on Wednesday they are recognizing a Palestinian state, in a historic but largely symbolic move that deepens Israel’s isolation more than seven months into its grinding war against Hamas in Gaza.
Almost two-thirds of Canadians feel that inflation at the grocery store is getting worse, a new poll suggests, even as food inflation has been steadily cooling.
A Montreal photographer captured the moment a Canada goose defended itself from a fox at the Botanical Garden.
Public libraries in Atlantic Canada are now lending a broader range of items.
Flashes of purple darting across the sky mixed with the serenading sound of songs will be noticed more with spring in full force in Manitoba.
Catching 'em all with impressive speed, a 7-year-old boy from Windsor, Ont. who only started his competitive Pokémon journey seven months ago has already levelled up to compete at a world championship level.
A sanctuary dedicated to animals with disabilities is celebrating the third birthday of one of its most popular residents.
2b Theatre recently moved into the old Video Difference building, seeking to transform it into an artistic hub, meeting space, and temporary housing unit for visiting performers in Halifax.
A B.C. woman says her service dog pulled her from a lake moments before she had a seizure, saving her life.
A Starbucks fan — whose name is Winter — is visiting Canada on a purposeful journey that began with a random idea at one of the coffee chain's stores in Texas.
Members of Piapot First Nation, students from the University of Winnipeg and various other professionals are learning new techniques that will hopefully be used for ground searches of potential unmarked grave sites in the future.