In the wake of US president Trump saying he had heard “a lot of bad things” about the Measles, Mumps and Rubella (MMR) vaccination, we are pondering the damage done to public trust in childhood vaccinations. In the UK, policy makers are widely condemning his comments, but we shouldn’t ignore them. Public trust in immunisation is already fragile, and the work of public health communicators has just become a lot more difficult.
Childhood vaccination is one of the most effective public health tools we have, yet confidence is faltering at a critical moment. In England, the uptake of the MMR vaccination among five-year-olds has fallen to its lowest level in 15 years, according to new data published by the UK Health Security Agency. Almost 1 in 5 children entering school have not received their pre-school booster jab.
From January 2026, all young children in the UK will have access to a free chickenpox vaccine by the NHS. But we know that providing free access to vaccines isn’t enough. As British physician and presenter Chris Van Tulleken recently told The Times: “There is no point developing vaccines that people won’t have.”
The rise in vaccine hesitancy affects us all. When childhood vaccination coverage drops below the 90–95% threshold needed for diseases like measles, it leaves gaps where outbreaks can take hold.
Turning around faltering trust is not just a public health challenge in the UK and the US. Since 2010, childhood vaccine uptake has stalled or reversed in over half of 36 high-income countries, including France, Italy and Japan, according to research published in the Lancet.
The urgency is global, but solutions start locally. This blog takes a look at the best practices in vaccine communications to turn around mistrust in childhood vaccines.
Why parents are losing trust
The now infamous 1998 article published in The Lancet by Andrew Wakefield and colleagues has a lot to answer for. The paper, which suggested a link between the MMR vaccine and the development of autism in children, was later retracted and exposed as fraudulent. But the damage had been done. The initial publication – and subsequent media coverage – left lasting unease and scepticism.
On top of this, social media half-truths spread faster than corrections. Research has shown that exposure to misinformation — even for minutes — can reduce intent to vaccinate. At the same time, tabloid headlines have a tendency to amplify negative news, disproportionately stirring up parental fears.
Restoring trust will require us to communicate better, listen with empathy, and use methods grounded in evidence.
Best practice in action
Much has been written about the importance of framing messages around community values (eg: emphasising community responsibility), working with trusted community leaders, providing easy access to vaccines within community settings, and providing training for medical staff. But success isn’t just about following a checklist.
NHS England is rolling out a new campaign, “Why We Get Vaccinated”, co-designed with local communities. Toolkits can be tailored, resources are translated, and messages are being delivered by trusted community voices. Launched in 2024 and developed in partnership with London Councils, UKHSA and ADPH London, the initiative was shaped by direct conversations with parents, community leaders and health workers in boroughs with low vaccine uptake.
Before the campaign began in October 2024, London vaccination rates (e.g. two doses of MMR by age 5) were around 72% in many boroughs — well below the UK average (~84%) and far from the 95% WHO target. It’s still only one year into the three-year programme. The theory looks good, but much will depend on whether people rolling out the campaign have the resources, passion and time needed.
Key insights for communicators
Practical tactics to keep in mind when developing a vaccine uptake strategy:
- Work with local partners and trusted voices who understand and respect cultural nuances.
- Keep messages simple, clear, and balanced — parents are already bombarded with health information.
- Segment and tailor messages to the values of specific audiences.
- Empower and prepare trusted messengers, from GPs and nurses to community leaders and parent advocates.
- Avoid debunking: WHO and CDC advise against myth-busting that repeats and inadvertently reinforces misinformation<add citation>. (Instead, proactive “pre-bunking” – where information credibly referenced that aims to prepare audiences before misinformation spreads — can build resilience.)
- Pair communications with action: ensure messaging is matched with convenience, such as pop-up clinics, school-based programmes, or reminder systems.
Countering the Trump Effect
New campaigns moving forward will need to address Trump’s comments and the many questions it will raise from parents. Public Health England (now UK Health Security Agency), had previously investigated possible links to autism and found them completely unfounded. But the research will need to be carefully reviewed again, and findings will need to be explained in simple, clear terms.
We do know that uptake is poorer with single vaccines than with the combined MMR. If parents chose to pursue single vaccines, fewer children would be protected. More children and adults will be exposed to measles, mumps and rubella. All three diseases can result in serious complications, including pneumonia, brain inflammation, and hearing loss. Vaccination and herd immunity are critical for preventing severe illness and outbreaks.
Rebuilding trust isn’t about pushing information harder. It’s about listening, tailoring, and ensuring words are backed up by well-documented research and accessible services.
From the front-line
In our own experience building and running vaccination campaigns, we’ve seen how hesitancy is deeply personal. Toolkits are helpful. Training is key, and buy-in by local partners is essential. Trusted community voices turned local champions are important levers. Bringing people along takes patience, empathy, and respect.
At SAY Comms, we believe the way forward lies in empathy-led, research-informed campaigns that put communities at their heart. Ask us about our experience putting these theories into practice in successful campaigns.
By combining behavioural science with storytelling and access, we can help restore confidence in childhood vaccines — protecting children today and strengthening public health for the future.
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Find out more about how SAY Comms can help design health awareness campaigns that rebuild trust and drive positive action.
Photo by CDC on Unsplash.
