Communication strategies in childhood vaccine hesitancy: a scoping review

To analyze how communicative configurations are addressed in empirical studies on childhood vaccine hesitancy, with an emphasis on the strategies and communication channels used, as well as on how these elements influence parents' and caregivers' decisions.

A scoping review was conducted across five databases (Scopus, Web of Science, PubMed, SciELO, and LILACS) on childhood vaccine hesitancy and communication strategies, including articles published between 2015 and 2017 in English, Portuguese, Spanish, and French. Empirical studies on childhood vaccination were included, with children's age as defined by the study authors. Data extracted independently by five researchers were analyzed through thematic synthesis, based on a coding matrix that categorized findings into core themes. The analysis was theoretically guided by Hepp and Hasebrink's concept of communicative configurations.

Twenty-two studies were analyzed, mostly conducted in the United States (n = 9), primarily involving parents/caregivers and healthcare professionals. Social media emerged as a central medium, with an ambivalent role: as a source of misinformation, but also a channel for pro-vaccine messages. Strategies featuring clear scientific messages, the MOTIVE tool, and analyses of anti-vaccine discourses were promising in increasing vaccination intention. Trust-based relationships between physicians and families and message tailoring were identified as fundamental.

Health communication is essential for addressing childhood vaccine hesitancy. The reviewed studies indicate that integrated strategies combining evidence-based public policies with personalized and culturally sensitive communication are key to promoting vaccine uptake and increasing confidence in vaccines.