“Countering the antivaccination movement and vaccination

scares -

Working with the Media”

VHPB – Geneva

Robert Aston, UK

14 March 2003

Town Hall BoltonLancashire England UK

A day away from Boltonis a day wasted...

1/2

...unless it’s spent in Geneva

…with VHPB

2/2

Antivaccination Groupsmay include:

1. Many genuinely concerned, sincere people

2. A few who have “causes to fight”

3. Some who want £££ / $$$ / (€€€?)

4. Some with vested interests

- journalists, lawyers, alternativists

2, 3 and 4 may manipulate 1

The greatest threat to vaccination is human folly

Sole, heroic ‘Pioneer of The Truth’?

Dr Andrew Wakefield

MMR CONTROVERSYThose who know him …

“Andrew Wakefield is a maverick, and a danger to the public health.”

Prof. Brent Taylor Senior Colleague of A. Wakefield

Royal Free Hospital

(TV interview, 8 Feb 2001)

Mothers beliefs of vaccine safety HEA survey 1994-8

50%

55%

60%

65%

70%

75%

80%

85%

90%

95%

100%

DTP Polio MMR

Saf

e/sl

igh

t ri

sk

Apr-94 Mar-95 Mar-96 Mar-97 Mar-98

Threats to Vaccination

The Journalist

It’s impossible to bribe or twist,

Thank God, the British journalist.

But, seeing what the man will do

Unbribed, there is no reason to.

Humbert Wolfe

Benefit and risk of vaccination as seen by the general public and the media (C. Cookson)

The journalist’s view:

• Articles about vaccines in British press:1991 2000

All vaccines articles 342 1450Safety issues 17% 40%

• Increased mistrust in Europe of medical establishment (less in US)

• Reputable scientist + reputable medical journal = credibility

Bolton Evening NewsCirculation 45,000

Threats to Vaccination

From the News Media

• “Bad news is a story” / sells

• “Balanced reporting” is unbalanced

– promote extreme / minority views

– unequal; emotion and “certainty” v. evidence and uncertainty

Children immunised against DTP Hib and polio by second birthday, Bolton 2000

?

ConsentImmunisedTotal % >98% <1.5% <0.5%

Balance - Being Fair

The Medic and the Media• Much of the difficulty created by US

• The media are not our mouthpiece

• We need to understand and be sympathetic to the different approach of the journalist

• The “Story” / the “Science”

• Doctors need to seek active media involvement

• Journalists will not write our medical treatises for us

(Thank God!)

• Active, positive collaboration

Journalists

• Are human beings

• Are members of society

• Influence public belief

• Have children, grandchildren…

…Journalists

If we cannot convince a highly intelligent, motivated journalist of the safety, effectiveness and great benefit of vaccination…

…what chance have we with our public?

(2/2)

Tom2.1.1975 - 29.9.1995

Threats to Vaccination

From OURSELVES:

• Communication, especially of:

- risk and probability

- association and causality

- the use of language

Risk and Probability

“I’ve heard that the risk of encephalitis

after MMR is one in a million, doctor.”

Should the Doctor (you!) agree that

this is a significant risk?

Risk and Probability

“I’ve heard that the risk of encephalitis

after MMR is one in a million, doctor.”

The typical General Practitioner in

Bolton will, on average, have one

such case every 30,000 years.

A scientist giving personal example

An older scientist giving support

Medics and Media - Summary

• We need the media

• We must understand the media, AND be:

- “media-friendly”

- active / take the initiative

- responsible, keen, motivated, trained

- ready to give personal example

Good local immunisation co-ordinators will know their people and their media, and be known by them

Let's never forget…

Vaccination is by far the best thing that has ever

come out of medical science for reducing the

burden of human suffering and premature death,

especially among children.