The news of this study does show an interest in finding the best way to persuade people into an ideal decision for the Federal government, and likely vaccine makers, and it also shows that a mandatory vaccine campaign may still be the plan B down the road, as opposed to plan A.
The official title of the trial is, "Persuasive Messages for COVID-19 Vaccine Uptake: a Randomized Controlled Trial, Part 1."
According to the brief summary for trial:
This study tests different messages about vaccinating against COVID-19 once the vaccine becomes available. Participants are randomized to 1 of 12 arms, with one control arm and one baseline arm. We will compare the reported willingness to get a COVID-19 vaccine at 3 and 6 months of it becoming available between the 10 intervention arms to the 2 control arms.
Study participants are recruited online by Lucid, which matches census based sampling in online recruitment.