This article is part of a series of explainers on vaccine development and distribution. Learn more about vaccines – from how they work and how they’re made to ensuring safety and equitable access – in WHO’s Vaccines Explained series.
Vaccines are supported by decades of medical research. They work by preparing the body's own immune system to recognisze and defend against a specific disease. The volume of information available about vaccination can be overwhelming, so it’s important to talk through the topic. .
It’s normal to have questions about vaccines and want to make the right decision for you and your loved ones. If someone you know – a friend, family member or colleague – asks questions or expresses concern about vaccines, listen to them, acknowledge their feelings and offer correct information if you can. Be ready to suggest reputable sources of information if they want to learn more.
How to have conversations about vaccination
1. Listen with empathy
Start by listening with empathy to those who have questions around vaccination. Don’t dismiss them; instead, acknowledge how they’re feeling and create space for open discussion. You don’t have to necessarily agree, but you can acknowledge their concern or need for more information (for example, “it’s okay to have questions, or want more information before getting a vaccine”).
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2. Ask open-ended questions
Ask open-ended questions, such as “What have you heard about the COVID vaccines?” or “Why do you feel that way?”. These questions elicit a response other than “yes” or “no” and can help you better understand their concerns, and might also assist the other person in working through their thoughts.
3. Share trusted information
When you don’t know the answer or if you’re unsure about how to address their concern, offer to help look for information. Asking for their permission might make them more willing to listen to you rather than feeling like you’re pushing
unwanted information on them.
You can visit the WHO website to find answers to common questions on vaccination and vaccine safety. You can also check your local health department website or consult with other trusted and expert sources such as your doctor or nurse.
4. Explore reasons for wanting to get vaccinated
When discussing vaccination, nothing works as well as getting personal. Share your reasons for choosing to get vaccinated–for yourself or your child-and, if you’re in a position to, your experience of vaccination.
Highlight the benefits of vaccination in a way that resonates with others. For example, as a parent, you can share with another parent how vaccination protects your child from getting sick, giving you peace of mind.
If you previously had concerns about vaccines that you worked through and ended up getting you or your child vaccinated, share what helped reassure you. Your personal story could help others feel more confident in making their own decision.
How organizations and vaccinators can help boost vaccine confidence
A range of organizations within and beyond the health sector can play a vital role in sharing accurate information about vaccination and its benefits. Almost everyone can play their part by knowing the basics of vaccination and the reliable sources for
more details, as well as by openly expressing their enthusiasm for getting vaccinated.
1. Lead by example
Organizations and local leaders can boost confidence by openly sharing their support for vaccination, or personal experience of getting vaccinated. This helps to promote vaccination acceptance as a social norm in the community.
2. Build trust
If you’re helping to give vaccines, be supportive of anyone coming in for vaccination who has questions or asks for your advice. Listen to any concerns and communicate in a way that is respectful and builds trust.
Refer to the Quick Tips for Health Workers for guidance on communicating on vaccination.
3. Break down barriers
Getting vaccinated often depends on whether or not it’s convenient to do so. To help make vaccination as easy as possible, local civil society organizations and community groups can help people to make vaccination appointments, organize transport or offer any other assistance that might help make it easy for someone to get vaccinated.
Conversations go a long way in sustaining vaccine confidence
One of the best ways to address people’s concerns about getting vaccinated is to refer them to someone they trust. Remember that these concerns can be emotional for people and touch on issues outside of science, such as their personal experiences and their perceptions of poor or unfair treatment in the past. Don’t overwhelm people with facts and information. Instead, acknowledge their perspectives or experiences and speak to their motivations, not what you think they need to hear.
By having thoughtful and kind conversations with people about vaccines and vaccination, you’re making a significant contribution to public health – thank you!