Childhood vaccination rates have been declining for several years, but the appointment of Robert F. Kennedy Jr., a longtime vaccine critic, to lead the Department of Health and Human Services has brought vaccine hesitancy to the forefront. This, in combination with the first deadly measles outbreak in the U.S. since 2015, offers a glimpse at the dangers of medical misinformation.
The public health tactics used to communicate the dangers of diseases such as measles, polio, COVID-19, and influenza have evolved over the last seven+ decades. Despite the variations in execution, each campaign was effective in preventing disease and increasing inoculation. These historical strategies can provide valuable insights for those playing a role in shaping current and future public health campaigns.
Local Community is Everything
When the first polio vaccine was introduced in the 1950s, public health officials didn’t solely rely on government broadcasts to spread awareness about the vaccine. They leaned on local physicians, teachers, and community members to communicate the safety and efficacy of the polio vaccine.
Similarly, during measles vaccination drives in the 1960s and 1970s, schools became key vaccination sites with school nurses being among the most trusted messengers. Community organizations were enlisted to help parents understand the dangers of measles and the importance of timely immunization.
Fast forward to COVID-19, the communities that partnered with local leaders often had a better vaccine uptake. In contrast, the communities that relied solely on government officials or politicized figures had wider mistrust.
While clear national messaging can set the stage, the real work happens at the local level. Empowering and investing in local messengers that understand their communities’ specific needs and lived experiences is a more effective way to get the message across and combat misinformation.
One Personal Story is Stronger than 1,000 Anonymous Stories (Power of One)
While the science behind the first polio vaccine was groundbreaking, it was ultimately the images of children in iron lungs and stories of kids regaining their ability to walk that breakthrough with the public.
In the 1950s, almost every child in the U.S. had measles by the time they were 15. However, the measles campaigns reminded parents that a preventable disease could have serious and sometimes fatal consequences and didn’t just cite statistics.
During the COVID-19 pandemic, the public were inundated with data, but it was difficult for people to connect that data to their own lives. Graphs and case numbers flooded the internet and the news, but many people needed personal stories and emotional connection to move from understanding to action.
On the other hand, the variability of each flu season has made it difficult to convey urgency in annual campaigns. However, campaigns that share personal stories and focus on one individual like that of a healthy child or adult severely affected by the flu tend to stick more than standalone statistics.
Facts alone won’t be enough to change minds. Data must be paired with storytelling. Human faces must be placed on both the risks of preventable diseases and the benefits of vaccination. Personal testimonials from survivors, families, or frontline workers can powerfully bridge the emotional and rational sides of decision-making.
Accessibility, accessibility, accessibility
In 1954, more than 1.6 million children participated in a field trial for the polio vaccine, which proved the initial Salk polio vaccine was up to 90% effective. It was an unprecedented campaign for the time and would not have been possible without widespread accessibility. Vaccination days were coordinated with schools and community centers, removing barriers and creating momentum.
Measles vaccine campaigns took a similar approach: in-school vaccinations, free clinics, and public service announcements helped make the act of vaccinating routine and convenient.
The flu shot campaign is perhaps the most instructive in this area. Despite fluctuating efficacy and mixed public perceptions, annual flu shots are still received by millions, largely because they are easy to get. Pharmacies, workplaces, urgent care clinics and some grocery stores offer flu shots with minimal hassle.
Even the best communication fails if people face obstacles to vaccination. Today’s campaigns need to pair messaging with increasing access. Mobile clinics, extended hours, transportation support, multilingual services, and financial coverage are all essential steps in making vaccination the default, and not a difficult decision.
What now?
Healthcare marketers can’t execute the same strategy in 2025 as they did in 1950. The medical misinformation ecosystem also can’t be unraveled overnight. However, local trust, personal stories and improving accessibility can still be applied to today’s public health campaigns and if executed correctly, can have the same overall effect.
Need a hand incorporating storytelling into your healthcare marketing? Reach out to our team today.
