How about you make it safe and effective. Psychological manipulations and games won't get you anywhere. Spend the R&D budget on the actual product.
Think of how many times you've heard a sales or marketing term and thought, "If that were true, they wouldn't be so desperate to convince me". Marketing is the realm of private actors selling products. When the state is desperate to make you believe their truths, that is propaganda. Doubling down on try-hard marketing or state propaganda will likely backfire.
Even acknowledging the trust deficit is a difficult position. "Yes, the public distrusted us previously, but that was all a misunderstanding. This time is different. We're much more trustworthy now." It is a bit like going to a restaurant that proudly proclaims how they have remedied their rat and cockroach issues.
If you hear the phrase "safe and effective" and assume by default that you're being lied to or that some kind of NLP is being practiced on you simply because the phrase is common, then you aren't practicing reasonable skepticism, you're just being a knee-jerk contrarian and paranoiac.
