Restoring public trust in vaccines

My mom has an unusual Christmas tradition. Every year, during the season, she invites us to her house to get our annual flu shot. Working in a school, I am routinely exposed to all kinds of germs and viruses. But ever since my mom started this ritual, I’ve been spared frequent bouts of the flu. If I do get sick, recovery takes far fewer days.

Vaccines have long been proven to save lives from many fatal illnesses, especially among children. Two decades after its last recorded cases, the Philippines saw in 2019 the reemergence of polio, a highly infectious, incurable disease that can cause paralysis or death. The outbreaks were driven by declining immunization coverage. In 2021, the country was declared polio-free once again after a nationwide campaign successfully led to the vaccination of over 80 percent of children, enough to halt transmission.

Earlier last week, Department of Health (DOH) Undersecretary Emmie Liza Chiong warned that the country remains at high risk for many vaccine-preventable diseases, with full immunization coverage among children ranging from only 60 to 70 percent between 2018 and 2022. This is well below the 95 percent needed for herd immunity. She suggested that lawmakers consider minor penalties for parents who consciously choose not to vaccinate their children. Just a day later, however, the DOH clarified that it does not support penalties, citing human rights considerations and medical contraindications.

Perhaps this clarification was the right move. Most public health experts agree that enforcement should come only after serious efforts have been made to rebuild confidence and improve access to vaccines. While mandates can raise vaccination rates in some settings, they can also deepen suspicion and resistance when trust is already fragile. Unfortunately, the Philippines has yet to recover from the Dengvaxia controversy in 2017, when poor risk communication, along with the politicization of the issue, fueled public fear. According to the Vaccine Confidence Project, the proportion of Filipino parents who strongly agreed that vaccines are important plunged from 93 percent in 2015 to 32 percent in 2018, while perceptions of vaccine safety dropped from 82 percent to just 21 percent. Social media platforms have also since amplified anti-vaccine discussions, making it easier for misinformation to spread unchecked.

Instead of sanctions, the DOH has committed to strengthening its education and information campaigns. But addressing vaccine hesitancy in this landscape isn’t just about presenting facts. DOH needs to invest in approaches that: a. build trust early, b. respond quickly—and with empathy—to misinformation, and c. meet people where they are.

Understanding why parents hesitate matters. Some fear safety risks, others see vaccines as unnecessary, while some face access barriers. Health officials need more precise responses instead of one-size-fits-all campaigns. By closely monitoring social media platforms and online community groups, health officials can also identify emerging rumors and address them immediately to prevent fallacies from turning into hardened beliefs.

How doctors communicate makes a big difference. When parents do raise concerns, approaches that focus on listening and acknowledging where their fears are coming from help keep the conversation open and more productive. Health workers should be equipped with simple visual tools that can help explain benefits and clarify misconceptions, especially for families who may struggle with medical jargon.

Trust, ultimately, is deeply local. Studies show that people are more likely to accept vaccines when information comes from familiar voices. This includes community leaders, faith leaders, and even parents within their own circles. These “vaccine champions” can help make conversations safer and less defensive. Programs that encourage parents who do vaccinate to share their experiences can help shift social norms and reduce fear.

I saw this play out recently in a post by digital creator and new mother Lottie Bie, who shared news from the DOH and invited medical practitioners to use the comments section to help clarify conflicting information about vaccines. One cardiologist explained vaccines by likening them to “hound dogs” that train the immune system to immediately recognize and attack harmful viruses. Another doctor explained how herd immunity serves as a protective shield for babies, the elderly, and immunocompromised individuals. When some commenters raised familiar, long-debunked claims, the doctors (and many other users who followed their example) responded patiently and without condescension.

Vaccine hesitancy is effectively addressed through empathy and consistency: clear messaging, trusted messengers, responsive systems, and policies that respect both individual risks and collective protection. Rebuilding trust and confidence remains one of the most critical public health interventions we have.