Health communication and vaccine hesitancy

Abstract

Health communication is an evolving field. There is evidence that communication can be an effective tool, if utilized in a carefully planned and integrated strategy, to influence the behaviours of populations on a number of health issues, including vaccine hesitancy. Experience has shown that key points to take into account in devising and implementing a communication plan include: (i) it is necessary to be proactive; (ii) communication is a two-way process; (iii) knowledge is important but not enough to change behaviour; and (iv) communication tools are available and can be selected and used creatively to promote vaccine uptake. A communication strategy, incorporating an appropriate selection of the available communication tools, should be an integral part of every immunization programme, addressing the specific factors that influence hesitancy in the target populations.

User-driven comments on a Facebook advertisement recruiting Canadian parents in a study on immunization: Content Analysis (Preprint)

“…In a recent randomized-controlled trial, Glanz et al (2017) found that web-based information delivered on vaccines via social media platforms during pregnancy can have a positive impact on parental vaccine decisions [41]. However, communication strategies on immunization via social media are still not well understood and caution must be used to prevent legitimizing vaccine hesitancy [42]. Social media can be an important communication tool for public health, however the content of online debates needs to be better monitored to identify the predominant themes, the type of misinformation or specific requests for information, and to understand the current determinants among Canadian parents [42,43].…”

“…However, communication strategies on immunization via social media are still not well understood and caution must be used to prevent legitimizing vaccine hesitancy [42]. Social media can be an important communication tool for public health, however the content of online debates needs to be better monitored to identify the predominant themes, the type of misinformation or specific requests for information, and to understand the current determinants among Canadian parents [42,43]. This study adds to this body of research and highlights the major themes in one online debate, as well as the need for ongoing monitoring due to the extent of misinformation being shared.…”

The long and winding road to improving immunization rates: Sharing best practices in Canada

“…As noted by Dubé and others, listening to and determining the factors underlying delay or refusal are critical first steps at the individual and program level (9)(10)(11). Communication and intervention strategies must be tailored to address the problem.…”

Acceptation, refus et hésitation à la vaccination au Canada : défis et approches proposées

“…Les efforts futurs de la santé publique en faveur de la vaccination doivent tirer parti des possibilités qu'offrent Internet et les médias sociaux et promouvoir d'une manière proactive l'importance et l'innocuité des vaccins, plutôt que d'adopter une approche réactive pour contrer les arguments des activistes anti-vaccination (47,50,51). En raison du rôle des médias sociaux dans l'hésitation à la vaccination, il importe d'élaborer des stratégies appropriées de communication en ligne.…”