A November 2019 article in the British Medical Journal showed how difficult it is to change peoples’ minds, especially with regards to vaccinations. Facts don’t change peoples’ minds.
Lesson 2: don’t bring a fact to a narrative fight
Experts and health professionals can arm themselves with white papers, peer reviewed studies, and symposia; but if these are our only weapons, we will only ever get so far. In an era in which experts are increasingly distrusted, the “we know best” mindset is counterproductive.
Those wishing to encourage vaccination need to identify and amplify the stories that emerge from the real lives and lived experiences of people in their communities (to start, they need to listen for them). It is no coincidence that the most effective climate advocacy in the world right now comes from the improvisations and stories of a 16 year old girl rather than the strategic plans of a generations old institution. —BMJ: New Power versus Old
For example, a mandatory education class in Ontario, Canada — complete with videos and health care professionals to advise — has been useless in getting parents to accept vaccinations for their children.