Quick Links #4: Anti-vaxx arguments, using social media and building trust

Below you'll find a brief list of just some of the polio communication resources related to anti-vaxx arguments, using social media and building trust from The Communication Initiative for Pakistan and Afghanistan.

Hi Everyone,

It’s been a while since the last Quick Links but I’ve been in Pakistan and busy with a communication review.  As all of you will know an event was staged on April 22 in Peshawar that resulted in misinformation being disseminated about the safety of the polio vaccine causing panic in some areas, leading parents to take tens of thousands of children to hospital for no reason, the burning of a health clinic, widespread media including social media coverage and the deaths of polio workers and security forces.  While the response began within hours much damage has been done with refusals increasing many fold in many places and new rumours and misinformation being added to old ones that are seeing new life.  The three selections below focus on how people form health beliefs and why scientific counter-argument alone seldom works, ideas for using social media for public health, and ways to build trust.

These touch on several things that were top of mind for me as I left Pakistan.  I hope some of you find them useful.  Please note the links for more information and instructions to unsubscribe or subscribe found below.

The Postmodern Medical Paradigm: A Case Study of Anti-MMR Vaccine Arguments

Dispelling ‘misinformation’ with scientific fact misreads how people form medical beliefs especially in the context of social media.   For many beliefs are formed through a lens that shows hostility toward singular truths, aversion to scientific objectivity, and decreased trust in expertise.  Reaching those who have come to accept anti-vaccination arguments as truth requires a response that combines scientific argument with effective storytelling.  The authors suggest approaches such as disseminating anecdotes from paediatricians and family doctors who vaccinate their own children; sharing experiences of children who lived through, or died from, (in this case polio) including testimony from diverse groups of affected parents and children in the present day; and/or encouraging parents who are already confident about their choice to vaccinate to speak out about their decision, such as by joining and becoming active in online communities that share positive stories about immunisation.

Social Media Strategy Development - A Guide to Using Social Media for Public Health Communication

This guide focuses on identifying effective ways to use social media to enhance crisis, risk, and corporate communication with regard to communicable disease prevention and control.  It describes effective social media as that which creates two-way communication platforms for listening, informing, educating, and empowering people about health issues that can also be used to collect surveillance data.  In a crisis situation it describes how social media can enhance the speed at which communication is sent and received during public health emergencies or outbreaks, help mobilise community action, facilitate desired behaviour changes, allow for a better understanding of public perceptions of issues, and make it easier for users to participate and engage.

Exploring Pathways for Building Trust in Vaccination and Strengthening Health System Resilience

This paper looks at how disruptions to immunisation systems can affect trust in vaccination and can compromise vaccine utilisation. It identifies multiple routes through which trust in vaccination can be gained or lost and explores pathways to overcome vulnerabilities to restore trust, strengthen the resilience of health systems and communities, and promote vaccine utilisation. 

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Cheers

Chris

For more information see:

CI Polio Network

GPEI Resources

UNICEFs Rhizome C4D site

 A note on Quick Links: