How to Address Vaccine Hesitancy: A Compassionate Approach -

Vaccine hesitancy has been a topic of increasing concern in recent years, but let’s be honest—most of us know someone who feels uncertain or worried about vaccines. The truth is these concerns don’t come from a place of malice or ignorance, but often stem from fear, confusion, or misinformation. So how can we help bridge this gap and have more meaningful, supportive conversations about vaccines?

Start with Empathy, Not Facts

The natural instinct when someone questions vaccines is to flood them with statistics and studies. But people rarely respond well to being overwhelmed with facts when they’re already feeling doubtful. Instead, start with empathy. Take a step back, listen, and try to understand where their concerns are coming from.

You might say:
“I get why you’d feel uncertain. There’s so much information out there, it’s hard to know what to trust.”

By validating their feelings and offering a non-judgemental ear, you open the door for a more thoughtful conversation. People are far more likely to listen to you if they feel heard first.

Useful resources:

Oxford Vaccine Group – Home | Vaccine Knowledge Project

NHS website – Vaccinations – NHS

World Health Organization (WHO) – Vaccines and immunization

Find the Root of Their Hesitancy

Vaccine hesitancy isn’t a one-size-fits-all issue. People’s concerns can stem from a range of sources:

Fear of side effects: “What if I have a bad reaction?”
Distrust of institutions: “Why should I trust big pharmaceutical companies or governments?”
Misinformation: “I heard this vaccine causes ….”
Overwhelmed by choice: “There are so many vaccines. Do we need them ALL? Which ones are safest for me or my child?”

Gently asking questions can help you understand the root of their hesitancy.

For instance:
“What are you most worried about?” or “Can you share what you’ve heard that makes you feel this way?”

Once you understand their concerns, it becomes easier to address them in a way that feels supportive rather than confrontational.

Useful resources:

Oxford Vaccine Group – Home | Vaccine Knowledge Project

NHS website – Vaccinations – NHS

World Health Organization (WHO) – Vaccines and immunization

Share Stories, Not Just Science

Facts matter, but stories are powerful. Personal stories of real people can resonate deeply and help people see the benefits of vaccines in a relatable way.

For example:

“I was nervous about getting my child vaccinated too, but seeing the devastation the disease itself can cause, helped me make up my mind.”

Or share community stories:

“In our town, vaccines helped keep schools open and our elderly neighbours safe. It’s been amazing to see that impact.”

When people can connect emotionally to real experiences, they’re more likely to reflect on their hesitancy and consider the bigger picture.

Useful resources:

Oxford Vaccine Group – Home | Vaccine Knowledge Project

NHS website – Vaccinations – NHS

World Health Organization (WHO) – Vaccines and immunization

There are videos of personal stories on the Vaccine Knowledge Project website that you could share:

Be a Trustworthy Source

One of the biggest challenges around vaccine hesitancy is misinformation. It spreads quickly, often looking convincing, especially on social media. If someone is hesitant, you can help gently guide them toward reliable information without dismissing their current sources.

You might say:

“I know it’s hard to know what’s true. I found this website Vaccine Knowledge Project: Answers to common questions really helpful when I had questions.”

Offer them resources without pushing or overwhelming them. If you’re not sure yourself, suggest, “Let’s look into that together” this shows you’re open, curious, and not pushing an agenda.

A good way to “Fact check” is to search the source up on Vaccine Safety Net. This is a global network of websites established by the World Health Organization (WHO), that provides reliable information on vaccine safety

Useful resources:

Oxford Vaccine Group – Home | Vaccine Knowledge Project

NHS website – Vaccinations – NHS

World Health Organization (WHO) – Vaccines and immunization

Avoid Arguing or Shaming

It’s easy to get frustrated when someone’s beliefs feel at odds with science or public health. But arguments, judgement, and shaming rarely change minds—they often make people dig their heels in further.

Instead, focus on staying calm and keeping the conversation open. If it gets heated, take a breather. You can always come back to it later with a fresh perspective.

A gentle approach might be:

“I’m not here to pressure you. I just care about your safety and want you to feel confident in your decision.”

Remember: the goal isn’t to “win” the conversation but to build trust and understanding over time.

Try signposting to reliable external sources such as WHO, NHS or OVG (see below).

Oxford Vaccine Group – Home | Vaccine Knowledge Project

NHS website – Vaccinations – NHS

World Health Organization (WHO) – Vaccines and immunization

Highlight the Benefits, Not Just the Risks

When talking about vaccines, it’s helpful to shift the focus to the positive outcomes, rather than just defending against concerns.

“It’s amazing to be able to hug my grandparents without worrying.”

“Vaccines let us get back to seeing friends, working, and travelling safely.”

When you reframe the conversation to highlight what vaccines make possible, it’s a more encouraging and hopeful message.

Sometimes visual graphs help with showing the effect of vaccines on disease burden:

Link: Measles | Vaccine Knowledge Project

Both HPV and Rotavirus disease burden has reduced since introduction of the associated vaccine HPV (2008) and Rotavirus (2013).

Link: HPV (Human Papillomavirus) | Vaccine Knowledge Project

Link: Rotavirus | Vaccine Knowledge Project

Recognise it’s a journey

Changing minds doesn’t happen overnight, and that’s okay. Addressing vaccine hesitancy is often a gradual process.

Someone might not decide to get vaccinated after one conversation, but planting a seed of trust and understanding can make a big difference down the line.

It’s worth staying patient, being kind, and revisiting the conversation when the time is right. Your willingness to listen and share thoughtfully can be incredibly impactful, even if it doesn’t feel like it immediately.

It may be difficult to understand why patients would avoid vaccinating themselves or their children. However, in order to respect a patient’s right to make their own decisions about their health and speak to them about their concerns without making them feel pressurised.

Useful resources:

Oxfrod Vaccine Group – Home | Vaccine Knowledge Project

NHS website – Vaccinations – NHS

World Health Organization (WHO) – Vaccines and immunization

Final Thoughts

At its core, addressing vaccine hesitancy is about trust, compassion, and connection. Most people want to make the right decision for themselves and their families—they just need support navigating the noise.

By listening with empathy, offering trustworthy information, and sharing stories, we can help create a space where people feel more confident about protecting themselves and others.

So next time someone expresses doubts, remember small, compassionate conversations can make a world of difference.