Vaccine Safety Communication in the Digital Age

The second face-to-face meeting of the Vaccine Safety Net (VSN) was held on 4–5 June 2018, bringing together 89 participants, including 60 VSN representatives from 27 countries in all six World Health Organization regions. Members of the VSN were invited to discuss approaches, strategies and challenges in managing digital information and communications on vaccine safety in a credible way.

Network members and selected stakeholders discussed strategies to address Internet users’ information needs, reviewed ways to communicate the safety of vaccine through digital and social media and debated the pertinence of addressing controversies and vaccine hesitancy in the digital sphere. Participants were invited to think “outside the box” and find new ideas to sustain confidence in vaccines on the web.

The digital world makes it possible to reach millions of people with strategic information. It also offers the possibility of directing tailored messages that address the interests and sensitivity of specific audiences. The meeting documented important progress in the Network, in terms of both size and diversity and also the range of activities.

The VSN is breaking new ground by taking advantage of the diverse skills of its members. Digital campaigns, web analytics and social media listening are likely to enhance the impact of the Network. New initiatives have been launched to address vaccine hesitancy that have taught us valuable lessons. A long list of actionable items was retained. They range from broadening the VSN membership to selective communication strategies and include expansion, development of new tools and refinement of existing ones, establishment of new activities and training.