Medical Professionals

We’ve drawn together lots of research on the most effective way to inform and educate people about vaccinations. 

Vaccines are a victim of their own success. Few people, thankfully, ever see or experience the illnesses they have been so successful in protecting us against. As a consequence people underestimate the risk of not having vaccinations.

Here is a link to the current, advised schedule for vaccinations in England as published by the NHS:

The most comprehensive knowledge base on vaccines, how they work and the diseases they prevent, is the Oxford University, Vaccine Knowledge Project

You can also see the Royal College of Pediatrics and Child Health advice here:

Follow this link to access information from the NHS about the vaccination programme, how people are contacted, what happens at your appointment and how to book an appointment once you receive your letter.

Below, we set out some of the findings of various research in this area and advice on ways to talk to parents who are concerned about the risk of vaccinating their children

Based on US research, the largest group of vaccine hesitant people are mothers who have above average income and education. They are deeply concerned about the safety of their children, but are used to choice and making up their own minds about things. This has extended into making decisions about vaccinating their children.

The decision on whether to vaccinate or not will also almost always be made by the mother, with limited input from the child’s father.

Three main reasons stand out: a belief that “natural” immunity comes from the mother in the womb or via breast-feeding; that a “healthy” lifestyle is enough to keep children safe; and, but to a lesser degree, that governments and “big-Pharma” push vaccination just to make money.

The most effective way to challenge vaccine hesitancy is to take parent’s concerns seriously, but to present the case for vaccination in a way which contrasts the relative risk to the child and to their community from a decision not to vaccinate. Here are some examples.

Messages which sought to undermine the anti-vaccination message have actually backfired, resulting in anti-vaccination opinions hardening. It is better to have a conversation about relative risk of not vaccinating to the child and their community as opposed to the risk of side-effects if they do vaccinate. 

Parents do trust their doctors and other health professionals. If you treat their concerns seriously. They will have done research and you need to respect that. 

Parents will also speak to family and friends. They will also be influenced by what people they trust in the media are saying and doing and by trusted, non-governmental organisations.

Here are some links to some of the most relevant advice and academic papers in this area:

This is from the National Childbirth Trust

This is a US study on the things mothers take into account when deciding on vaccinations

This is a report on a programme in Tower Hamlets to boost vaccination in the Somali community




The search for a safe and effective Covid vaccine is the World’s no1 medical priority

Embeded video

This video gives you some great information on vaccines and why it is sometimes hard for people to recognise the benefits