Yeah, I haven't quite figured out how to get around that hurdle either.

The trench coat example works sort of decently (more-so with women than men) maybe because guys in trench coats in dark alleys are oftentimes associated with rape, and so if you attach that imagery to an experimental drug, it's an instant "No!' from women due to the emotional response of the image rather than the facts (which is why they care less about the statistics and more about the social stigma).

But like you said, I've still encountered people who defer back to the media fear-mongering, such as "hospitals are over-crowded and the delta will kill everyone!", and they just won't listen to reason so... I'm a bit at a loss for solutions there.