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Transcript of “Countering the antivaccination movement and vaccination scares - Working with the Media” VHPB...
“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.