How to Communicate about Vaccines and Vaccination:...

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Heidi J Larson, PhD Faculty of Epidemiology and Population Health London School of Hygiene & Tropical Medicine 'New Horizons for Vaccine Research and Innovation’ 12 March 2014 How to Communicate about Vaccines and Vaccination: The role of risk

Transcript of How to Communicate about Vaccines and Vaccination:...

Page 1: How to Communicate about Vaccines and Vaccination: riskec.europa.eu/research/health/pdf/event17/s1-3-heidi-larson_en.pdf · How to Communicate about Vaccines and Vaccination: The

Heidi J Larson, PhD Faculty of Epidemiology and Population Health London School of Hygiene & Tropical Medicine 'New Horizons for Vaccine Research and Innovation’ 12 March 2014

How to Communicate about

Vaccines and

Vaccination:

The role of risk

Page 2: How to Communicate about Vaccines and Vaccination: riskec.europa.eu/research/health/pdf/event17/s1-3-heidi-larson_en.pdf · How to Communicate about Vaccines and Vaccination: The

Perceptions of vaccine risks are not new

The Vaccination Monster (London, 1808)

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NAIROBI. MAY 2013 (25 years post-MMR Wakefield scare)

India

Perceptions of vaccine risks are global

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Perceptions of vaccine risk travel globally—

and impact locally

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Page 6: How to Communicate about Vaccines and Vaccination: riskec.europa.eu/research/health/pdf/event17/s1-3-heidi-larson_en.pdf · How to Communicate about Vaccines and Vaccination: The

World Economic Forum: Global Risks 2013

OPPORTUNITY or

RISK?

The role of social media

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2013 Global Risks Report -World Economic Forum

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A Trust barometer?

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Can we monitor public confidence in

vaccines?

(to inform communication)

Page 10: How to Communicate about Vaccines and Vaccination: riskec.europa.eu/research/health/pdf/event17/s1-3-heidi-larson_en.pdf · How to Communicate about Vaccines and Vaccination: The
Page 11: How to Communicate about Vaccines and Vaccination: riskec.europa.eu/research/health/pdf/event17/s1-3-heidi-larson_en.pdf · How to Communicate about Vaccines and Vaccination: The

Tracking Anti-vaccination Sentiment in Eastern European Social Media Networks.

UNICEF.2013

Influences on risk perceptions are highly varied

Page 12: How to Communicate about Vaccines and Vaccination: riskec.europa.eu/research/health/pdf/event17/s1-3-heidi-larson_en.pdf · How to Communicate about Vaccines and Vaccination: The

Tracking Anti-vaccination Sentiment in Eastern European

Social Media Networks. UNICEF.2013

Modes of communication differ by location

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Perceptions vary by gender

Tracking Anti-vaccination Sentiment in Eastern European Social Media Networks.

UNICEF.2013

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[email protected]

The nature of vaccine concerns also vary

Globally, by vaccine and over time

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Larson, et al Measuring Vaccine Confidence Lancet ID . 2013

POSITIVE SENTIMENT REPORTS

Page 17: How to Communicate about Vaccines and Vaccination: riskec.europa.eu/research/health/pdf/event17/s1-3-heidi-larson_en.pdf · How to Communicate about Vaccines and Vaccination: The

NEGATIVE SENTIMENT REPORTS

Larson, et al Measuring Vaccine Confidence Lancet ID . 2013

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Some issues persist over time

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Feb

2011 Reports about HPV in

India by month 01 Feb 2011 – 30 Apr 2012

Page 20: How to Communicate about Vaccines and Vaccination: riskec.europa.eu/research/health/pdf/event17/s1-3-heidi-larson_en.pdf · How to Communicate about Vaccines and Vaccination: The

Mar

Feb

2011 Reports about HPV in

India by month 01 Feb 2011 – 30 Apr 2012

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Mar

Feb

Apr

2011 Reports about HPV in

India by month 01 Feb 2011 – 30 Apr 2012

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Mar

Feb

Apr

May

2011 Reports about HPV in

India by month 01 Feb 2011 – 30 Apr 2012

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Mar

Feb

Apr

May

Jun

2011 Reports about HPV in

India by month 01 Feb 2011 – 30 Apr 2012

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Mar

Feb

Apr

May

Jun

Aug

2011 Reports about HPV in

India by month 01 Feb 2011 – 30 Apr 2012

Page 25: How to Communicate about Vaccines and Vaccination: riskec.europa.eu/research/health/pdf/event17/s1-3-heidi-larson_en.pdf · How to Communicate about Vaccines and Vaccination: The

Mar

Feb

Apr

May

Jun

Aug

Sep

2011 Reports about HPV in

India by month 01 Feb 2011 – 30 Apr 2012

Page 26: How to Communicate about Vaccines and Vaccination: riskec.europa.eu/research/health/pdf/event17/s1-3-heidi-larson_en.pdf · How to Communicate about Vaccines and Vaccination: The

Mar

Feb

Apr

May

Jun

Aug

Sep

Oct

2011 Reports about HPV in

India by month 01 Feb 2011 – 30 Apr 2012

Page 27: How to Communicate about Vaccines and Vaccination: riskec.europa.eu/research/health/pdf/event17/s1-3-heidi-larson_en.pdf · How to Communicate about Vaccines and Vaccination: The

Mar

Feb

Apr

May

Jun

Aug

Sep

Oct

Nov

2011 Reports about HPV in

India by month 01 Feb 2011 – 30 Apr 2012

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Mar

2011

Feb

Apr

May

Jun

Aug

Sep

Oct

Nov

2012

Feb

Mar

Apr

Reports about HPV in India by month 01 Feb 2011 – 30 Apr 2012

Page 29: How to Communicate about Vaccines and Vaccination: riskec.europa.eu/research/health/pdf/event17/s1-3-heidi-larson_en.pdf · How to Communicate about Vaccines and Vaccination: The

Once we listen and analyze

the issues…

How do we communicate

better?

Page 30: How to Communicate about Vaccines and Vaccination: riskec.europa.eu/research/health/pdf/event17/s1-3-heidi-larson_en.pdf · How to Communicate about Vaccines and Vaccination: The

http://occupyilluminati.com/

We can try to counter the negative perceptions

Page 31: How to Communicate about Vaccines and Vaccination: riskec.europa.eu/research/health/pdf/event17/s1-3-heidi-larson_en.pdf · How to Communicate about Vaccines and Vaccination: The

But new research

shows that trying to

change negative

perceptions can make

things worse

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SourSource

Source: Peter Sandman. http://www.psandman.com/articles/zurich.pdf

Page 33: How to Communicate about Vaccines and Vaccination: riskec.europa.eu/research/health/pdf/event17/s1-3-heidi-larson_en.pdf · How to Communicate about Vaccines and Vaccination: The

Managing risk and building trust go hand-in-hand

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?

?

Trust should never be assumed…

Page 35: How to Communicate about Vaccines and Vaccination: riskec.europa.eu/research/health/pdf/event17/s1-3-heidi-larson_en.pdf · How to Communicate about Vaccines and Vaccination: The

Risk as feelings

(fast , instinctive, emotional.. )

Risk as analysis

(logic, reason, scientific...)

Risk as Politics

Slovic et al. Risk Analysis 2004; 24 (2): 311-22

As a scientific community we are good

at “Risk as analysis”, but not addressing

the other important domains:

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Culture

Personal Beliefs

Politics

Society Scientific Evidence

Media

TRUST

TRUST and RESPECT can be the tipping point..

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Larson et al. Drug Safety 2012; 35(11)

Risk communication is only part of an ongoing

dynamic process…

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“Anthropology demands the open-mindedness

with which one must look and listen, and

record in astonishment and wonder that which one would have not been able

to guess”

Margaret Mead