How organisations promoting vaccination respond to misinformation on social media: a qualitative investigation

This journal publication explores the strategies, perspectives and experiences from Australian organizations promoting and encouraging vaccinations on social media, while also addressing misinformation. Organizations interviewed for the study include governmental health departments, local health services, advocacy groups, professional associations, and technical/scientific organizations.

Within the 21 interviews conducted, participants highlighted that promotion of vaccines on social media faces many challenges, including misinformation, anti-science sentiment, and a complex vaccination narrative and anti-vaccine activists. Some of the solutions organizations offered are communicating with openness in an evidence-informed way, creating safe spaces to encourage audience dialogue, fostering community partnerships, and countering misinformation with care.