[Addressing the vaccination hesitancy: communication, behavior and literature.]

Several studies worldwide have reported covid-19 vaccine hesitancy. In order to ensure national vaccination campaigns' effectiveness, attitudes and beliefs about vaccination uptake should be addressed by adopting behaviourally and communication informed strategies. This paper aims to highlight some relevant indications that can be effective in both developing awareness about the items a covid-19 vaccination campaign should be focused on, and to promote appropriate interventions using behavioural insights techniques and communication plans. Two documents in particular have been identified that could be helpful in counteracting vaccination hesitancy. The first one is a WHO meeting report that focuses on strategies for increasing motivation to be vaccinated by making vaccination easily accessible, attractive and socially relevant. The second document provides guidance for implementing a structured communication approach, responding to the population needs and prejudices through the adoption of dedicated tools and key messages. Finally, the specific information to be delivered in the fight against vaccination hesitancy is embedded within the general process of scientific communication, which brings complex issues into common terms.