Social research to understand farmer and agricultural stakeholder attitudes towards bovine tuberculosis vaccination of cattle.

Background: This social research study employed a behavioural insights framework, Easy, Attractive, Social, Timely ('EAST'), to identify cues that may influence farmer and stakeholder attitudes towards the deployment of CattleBCG vaccine.

Methods: The EAST framework was employed to develop policy scenarios consisting of several cues likely to affect vaccine uptake. These scenarios consisted of a government-led approach, an individual farmer-led approach, and a third approach, also farmer-led but organised collectively.