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The Role of Effective Communications in Building Confidence in Vaccines
April 2026
By Beatrice Hua, Associate Director, Sandpiper
The world’s first ever vaccine was developed by Edward Jenner, a British physician, in 1796, for smallpox. Thanks to the vaccine, smallpox was eventually eradicated in 1980. Many of us might be more familiar with the influenza vaccine, which was developed in 1946. And because of COVID-19, the world has gained a better understanding of what vaccines do and how they help protect against serious diseases.
However, recent developments, such as a meningitis outbreak in the UK which affected many young people in a short space of time, serve as a reminder that vaccine-preventable diseases remain a real and present risk to our communities.
As we mark World Immunisation Week in April, it is an important moment to reinforce the need to improve vaccine uptake — and the role of effective communications in building confidence and driving action.
Vaccines protect but their value can feel invisible
Vaccines have been instrumental in advancing global health outcomes. There are vaccines for over 30 life-threatening diseases and infections, which help prevent serious diseases and infections, especially for vulnerable populations such as the young, immunocompromised and the elderly. Millions of deaths every year have also been prevented, thanks to vaccines. They are widely considered among the most impactful public health interventions, but the value of vaccines is sometimes underestimated by the general public.
Ironically, when vaccines succeed at preventing disease, they become ‘invisible’ and less of a threat. People may not feel the urgency to get vaccinated, especially when the risks are not immediate. On the other hand, it is far easier to focus on the side effects, pain, and fears around what issues a vaccine could cause. This imbalance in perceived risk can lead to people delaying or avoiding vaccination, especially among healthy individuals.
Understanding the real barriers to vaccine uptake
To drive meaningful change, healthcare communicators must go beyond awareness and address underlying drivers of behaviour. Vaccine hesitancy is usually shaped by a combination of factors, including 1) complacency, where vaccination may not feel urgent or necessary when the threat is not immediately visible, 2) confidence, where a lack of trust in institutions and misinformation can contribute to hesitancy in getting vaccinated, and 3) practical barriers, where time, access or competing health priorities can delay action to vaccinate, even among those who are open to vaccination.
Addressing these barriers requires not just information but audience-centric and intentional communication strategies.
Communications as critical as the science itself
A vaccine cannot serve its purpose unless someone chooses to take it. That decision is very often shaped way before someone steps into the clinic through conversations, exposure to media and narratives, and trust in the healthcare system. Effective communication therefore is important, as it shapes how risks are understood, how benefits of vaccination are perceived and ultimately whether action is taken.
It is important to:
- Tailor communications to audiences who may be at different stages of the journey
People may be at different stages of life and have different concerns. The elderly may prioritise vaccine safety and how it impacts other health conditions they may be facing, while parents may focus more on the side effects and long-term impact on their children. Understanding where audiences are on their journey allows communicators to deliver more relevant, timely and effective messaging.
- Incorporate simple, consistent messaging with real-life stories
While scientific accuracy is essential, people understanding the science is what drives action. Complex and scientific jargon can create confusion and doubt, especially for audiences who may not have a science background. Delivering a few key messages in plain and simple language across multiple channels is often a lot more effective, alongside real-life stories of people, their families as well as perspectives from healthcare professionals.
- Work with trusted voices to share accurate information
Who delivers the message often matters as much as the message itself. Healthcare professionals remain among the most trusted sources of health information. For example, in a US study, physicians were the most trusted messengers for health information during the H5N1 avian influenza outbreak, and people also sought advice on vaccines most often from physicians. Building partnerships with trusted voices is key to ensuring accurate information is heard and understood.
Bridging science and behaviour change
Immunisation programmes succeed when science and communication work together. A highly effective vaccine can still fail if people don’t understand it, trust it, or know how to access it. For healthcare communicators, the role is clear: explain things clearly and simply and earn trust so that we help people make the right health decisions. The Sandpiper Health team comprises dedicated healthcare specialists and a senior team that has worked with clients to develop communications campaigns around reducing vaccine hesitancy, while regularly working with the healthcare industry to help people manage their health better. Reach out to us at healthcare@sandpipercomms.com to find out
