BOX 1.

A model example of risk communication.

In 2015 in Denmark, HPV vaccination coverage decreased by 55% after reports of long-lasting pain and tiredness following vaccination, although there was no evidence for a causal relationship. A television documentary on a group of girls with adverse symptoms alleged to be related to their HPV vaccination was widely shared on social media. After this, other similar case-histories were published through various media sources.103 As media attention was increasing, public confidence declined, and vaccination uptake decreased.103 The Danish health authorities conducted a survey to better understand people’s concerns. They found that there was an important lack of information among parents, and that they needed to know the basic facts about HPV vaccines. A campaign was launched to communicate scientific facts. The health authorities used the media to promote their campaign, they opened a dialogue on Facebook with people who wanted to share their own experience and concerns, and they introduced their audience to the pyramid of evidence to help readers critically appraise studies on their own. The Danish authorities’ efforts were successful as reflected by increased vaccination uptake in the first few months following the launch of the HPV campaign.