1. “Countering the antivaccination movement and vaccination scares - Working with the Media” VHPB – Geneva Robert Aston, UK 14 March 2003

2. Town Hall Bolton Lancashire England UK

3. A day away from Bolton is a day wasted... 1/2

4. ...unless it’s spent in Geneva …with VHPB 2/2

7. Antivaccination Groups may 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

10. The greatest threat to vaccination is human folly

11. Sole, heroic ‘Pioneer of The Truth’? Dr Andrew Wakefield

12. MMR CONTROVERSY Those 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)

13. Mothers beliefs of vaccine safety HEA survey 1994-8

14. 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

15. 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: 19912000 All vaccines articles3421450 Safety issues17%40% Increased mistrust in Europe of medical establishment (less in US) Reputable scientist + reputable medical journal = credibility

17. Bolton Evening News Circulation 45,000

18. 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

19. Children immunised against DTP Hib and polio by second birthday, Bolton 2000 ? Consent Immunised Total %>98%<1.5%<0.5% Balance - Being Fair

20. 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

21. Journalists Are human beings Are members of society Influence public belief Have children, grandchildren…

22. …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)

24. Tom 2.1.1975 - 29.9.1995

25. Threats to Vaccination From OURSELVES: Communication, especially of: - risk and probability - association and causality - the use of language

27. 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?

28. 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.

29. A scientist giving personal example

30. An older scientist giving support

31. 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

32. 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.