Evidence Tools
MCHbest. Childhood Vaccination with MMR, Flu, and HPV.

Overview. Developing social media and website content with science-based vaccine information can be a powerful public health tool to reduce vaccine hesitancy in parents.[1] This approach leverages the reach and usability of online platforms to address parental concerns, improve knowledge about vaccine safety and efficacy, and ultimately increase childhood vaccination rates.[1] Content should be created by credible sources, like public health agencies or medical professional associations, and address common vaccine hesitancy themes with accurate and easy-to-understand language.[1] Utilizing engaging visuals and interactive elements can enhance content shareability and user engagement, and promoting content across various social media platforms and collaborating with trusted online influencers can further amplify its reach and impact.[1] Examples of successful public health programs utilizing social media and website content include the Centers for Disease Control and Prevention's. (CDC) "Get Vaccinated" campaign featuring science-based infographics and parent testimonials, and similar initiatives by state health departments offering interactive vaccine information portals and engaging social media Q&A sessions with pediatricians.[2, 3] Peer-reviewed research suggests this approach can be effective. Studies have shown that high-quality, tailored social media content can improve vaccine knowledge, address misinformation, and increase vaccination intent among parents.[4]

Evidence. Emerging Evidence. Strategies with this rating typically trend positive and have good potential to work...

Access the peer-reviewed evidence through the MCH Digital Library or related evidence source.

Potential Data Sources. Data to support this strategy can be accessed through:

• Qualitative data from focus groups and interviews
• Social media listening and monitoring data
• Pre- and post- campaign surveys

Outcome Components. This strategy has shown to have impact on the following outcomes (Read more about these categories):

• Health and Health Behaviors/Behavior Change. This strategy improves individuals' physical and mental health and their adoption of healthy behaviors (e.g., healthy eating, physical activity).
• Access to/Receipt of Care. This strategy increases the ability for individuals to obtain healthcare services when needed, including preventive, diagnostic, and treatment services.

Detailed Outcomes. For specific outcomes related to each study supporting this strategy, access the peer-reviewed evidence and read the Intervention Results for each study.

Intervention Type. Social Marketing (Read more about intervention types and levels as defined by the Public Health Intervention Wheel).

Intervention Level. Community-Focused

Examples from the Field. There are currently no ESMs that use this strategy. Search similar intervention components in the ESM database.

Sample ESMs. Here are sample ESMs to use as models for your own measures using the RBA framework (see The Role of Title V in Adapting Strategies).