Unity Consortium is thrilled to welcome newest member, Ethan Lindenberger, a 19-year oldAmerican activist known for his opposition to vaccine misinformation efforts. Ethan will be featured in a number of resources as part of Unity’s Voice of AYA (Adolescents and Young Adults) campaign.
Ethan grew up being told that vaccines cause
autism, brain damage, and do not benefit the health and safety of
society despite the fact such opinions have been debunked numerous times
by the scientific community. Through his own research, and relying on
scientific evidence, he learned that vaccinations are proven to be a
medical miracle, stopping the spread of numerous diseases and therefore
saving countless lives. Ethan was dismayed that stories often spread
through social media based on skepticism and falsities and were putting
lives at danger.
“We all need to follow the CDC’s recommendations
and be protected from all vaccine-preventable diseases,” noted
Lindenberger. “I felt a connection with Unity and jumped at the
opportunity to become a member because they understand the value of teen
and young adult involvement and our ability to be proactive and make
the best decisions for ourselves based on decades of research.”
goal of the campaign is to encourage young adults and teens to get
up-to-date with recommended vaccinations and to teach them how to spot
vaccine-related misinformation on the internet. With new outbreaks in
diseases, such as the measles epidemics that have hit multiple states in
the US, it’s important to spread the word about the importance of
vaccinations. A Unity survey conducted by Harris poll found that 4 in
10 parents and nearly 6 in 10 teens believe teens should only see a
doctor for an illness, which likely reduces opportunities for physicians
to discuss preventive health measures, such as vaccination. Similarly,
the survey showed that 1 in 4 parents and teens believe that vaccines
are for babies and not as important for teens.
focus on educating teens, young adults and parents with evidence based
vaccine information. It is done in a way that is grounded in science and
with respect to his generation so that teens and young adults feel
empowered to make decisions for themselves.
Outcome Health, a
technology company providing health education at the moment of care,
partnered with Unity to produce video spots featuring Ethan. Dr. Laura
Offutt a physician and teen health advocate is also featured in the
spots as an expert source. Since 2018, Outcome Health has delivered
Unity’s vaccination and preventative healthcare messages across its
nationwide point-of-care platform; this is the first time the
organizations have collaborated on a joint video campaign. Outcome
Health will run the videos on their screens in tens of thousands of
doctors’ offices across the country. Ethan will also post a number of
blogs about AYA vaccination over the coming months.
adolescents and young adults in the U.S. are not fully vaccinated and
not even aware that they’re missing recommended vaccines,” said Judy
Klein, President of Unity Consortium. “We are working with Ethan to
amplify his voice. He is all about galvanizing teens to do their
homework on the power of vaccination to protect themselves against
preventable diseases, and the imperative of being caught up on all
missing immunizations. Outcome Health is a valued and exceptional
partner in broadly disseminating this message.”
developed a first-of-its-kind campaign (VAX@16) emphasizing the
16-year-old well-visit and the vaccines that can help protect teens as
they head into adulthood. Unity’s VAX@16 campaign aims to increase
awareness among parents, teens, and health care providers of the
vaccinations recommended for 16-year-olds, including Meningococcal ACWY
(MenACWY), Meningococcal B (MenB), and flu (seasonally).
commented, “We each have the power to protect ourselves from serious and
potentially dangerous illnesses like meningitis and the measles. We
grew up learning to wear a helmet when we rode a bike in case we fall and to wear a seat belt in casewe are in an accident. What about getting a vaccine in casewe are exposed to a lethal illness?”
The Voices of AYA campaign featuring Ethan Lindenberger resourcesare available on Unity’s website and include videos that feature Ethan and Dr. Laura Offutt, Lead for Unity’s Teen Advisory Council.
About Unity Consortium
Consortium is a non-profit 501(c)(3) organization that brings together
diverse groups that share a common and passionate interest in
maintaining life-long health, with a focus on adolescent and young adult
preventive healthcare and immunization.Unity members and liaisons
represent professional/trade organizations, coalitions/educational
organizations, public health, providers, technology and communications
organizations, and vaccine manufacturers.
With the recent news of President-Elect Trump’s talks with Robert F. Kennedy, Jr. to potentially head a new commission on vaccine safety and scientific integrity, many in the scientific and healthcare communities are understandably rattled. Kennedy is a well-known skeptic of vaccine safety, and has previously described the vaccine/autism allegations as such:
“They get the shot, that night they have a fever of a hundred and three, they go to sleep, and three months later their brain is gone. This is a holocaust, what this is doing to our country.”
Mercury is toxic to the human body. It’s important, however, to understand how the mercury present in immunizations is different than the mercury in, say, the scary old thermometer in your medicine cabinet. Thimerosal is a vaccine preservative. Since the early 20th century, small amounts of thimerosal have been used in vaccines to prevent the growth of fungi and bacteria. Thimerosal is mainly composed of ethylmercury. When we hear concerns of mercury toxicity (for example, with the consumption of fish), we are primarily concerned about the compound methylmercury.
Methylmercury (left) and ethylmercury (right) have different chemical structures and are metabolized differently in the body.
Highlighting Consensus among Medical Experts Increases Public Support for Vaccines
Vaccines are one of the most effective global public health interventions. From a psychological perspective, we can view the individual decision to vaccinate as a classic social dilemma: if everyone cooperates we will all be better off but it only takes a small group of defectors to quickly ruin it for everyone. If enough individuals in a given population agree to get vaccinated, communities can protect themselves against potentially life-threatening diseases. For example, the smallpox virus was one of the world’s most devastating diseases. Thanks to a global immunization campaign coordinated by the World Health Organization (link is external), the disease was officially eradicated in 1980.
Yet, when a small number of individuals decide to go against the societal norm to vaccinate, they (inadvertently) put entire communities at risk. This is so because unvaccinated people tend to cluster together geographically (link is external), which allows a virus to spread and take hold quickly. Fortunately, small outbreaks can often be controlled. What is concerning, however, is that such outbreaks are becoming more frequent. For example, the United States logged a record number (link is external) of measles outbreaks in 2014. It is one thing for people to decide that they are willing to put themselves at risk, it is another to put other communities or even the entire population at risk. The resurgence (link is external)of measles in the United States has been attributed to the impact of so-called “vaccine deniers”. To what extent should individual liberties come at the cost of others’ well-being? Given the seriousness of the potential public health risks at stake, the psychological study of why some people decide not to vaccinate is receiving increased attention. It seems unlikely that people use religious, philosophical, or political motives to justify a concerted initiative to willingly put their fellow citizens and children at risk. We accept small risks everyday, from letting our children play outside to riding the bus. Of course, sometimes, the influence of extreme ideologies (particularly in disenfranchised communities) can trump the influence of other societal norms. For the majority, however, vaccine hesitancy is often motivated by influential misperceptions about vaccine risks. Indeed, popular examples (link is external) of misguided notions about how vaccines and the human immune system work range from the idea that vaccines cause autism and that one can catch the actual flu from the flu vaccine to conspiracy theories about “big pharma”, government “mind-control” initiatives and a “Western plot” to infect non-Western communities. Some of these misperceptions can be influential and far-reaching. For example, about 50% of Americans indicate that they are “unsure (link is external)” about whether or not vaccines cause autism. General concerns about childhood vaccine safety have increased over the last decade as well. Although immunization rates are currently high in the United States, it is a slippery slope when people start acting on such misinformation. For example, doctors now frequently receive requests to “delay (link is external)” childhood vaccines. This trend is also evidenced by the astonishing backlash (link is external)against Mark Zuckerberg’s recent decision to vaccinate his baby. A functioning democracy requires that the public is well-informed. “If a majority believes in something that is factually incorrect, the misinformation may form the basis for decisions that run counter to a society’s best interest” (Lewandowsky et al., 2011). Research has shown that it proves incredibly difficult to effectively communicate with the public about vaccine safety. A recent article in the Washington Post (link is external)suggests that people should stop calling anti-vaxxers “dumb” – this seems to be a rather mundane conclusion, clearly nobody likes to be called dumb! On the other hand, so-called “meta-reviews” of pro-vaccine communication strategies are often inconclusive (link is external)about their general effectiveness. In fact, some studies (link is external)have shown that attempts to correct misperceptions can actually backfire and make people less likely to vaccinate. Two major issues complicate these efforts: 1) First is the so-called “false media balance”. Journalists often follow a professional norm to present (anecdotal) examples about a topic in a seemingly “balanced” pro-and-con fashion. Research (link is external)by some of my colleagues has shown that such media impressions actually fail to emphasize the overwhelming amount of scientific agreement on vaccine safety, which, in turn, strongly influences how people think about the issue. 2) The other major issue is that much (if not most) of our communication efforts are directed at trying to correct misinformation “myths” with the expectation that people will rationally respond to such a correction. However, research (link is external)in cognitive psychology has taught us that when we are trying to debunk a myth (e.g., that a long time ago, one fraudulent study incorrectly concluded that vaccines cause autism) the memory networks associated with the misinformation are activated and strengthened. Because it takes more cognitive effort for people to update their beliefs in light of new information, such strategies often just end up reinforcing the myth. In a new study published in BMC Public Health (link is external), my colleagues and I set out to test a different approach: highlighting the level of normative agreement -or consensus- among medical scientists about vaccine safety. The benefit of communicating the extent to which medical experts agree about the safety of vaccines speaks directly to the points above: we correct the false media balance by highlighting the high degree of consensus AND, at the same time, we avoid having to repeat any type of “misinformation”. Consensus information tells us how many experts, friends, or other people we care about agree on a particular issue of importance. We deal with consensus information all the time in daily life, from consensus on what restaurant dish is the most popular to consensus among critics about the quality of a particular movie. People are naturally inclined to pay attention to consensus because consensus cues often signal important information. For instance, think about the restaurant example. There is a good reason why a particular dish is the most “popular”, it has some quality that leads most people to enjoy it. In a complex and uncertain world, where we have limited time to decide on a particular course of action, we often have to make strategic “bets” on what decision is going to be the right one. Human reliance on consensus heuristics evolved because they are adaptive for survival. In fact, some recent neuroscientific (link is external)studies actually show that people experience a feeling of pleasure and reward when they learn that their opinions are in line with the (expert) consensus. There is a good reason for this positive association. For example, if 9 out of 10 doctors tell you that you need surgery right away, simply relying on the expert consensus will most likely be in the best interest of your health. Some of my colleagues refer to this notion as the “simple heuristics that make us smart”. In our study (link is external), participants read one of the following treatment messages; “90% of medical scientists agree that vaccines are safe“, “90% of medical scientists agree that parents should be required to vaccinate their children” or a combination of both. In the control group, no information was provided (90% is actually a very conservative estimate (link is external)of expert consensus based on national surveys among doctors and medical scientists). In short, we found that after exposure, people (conservatives and liberals alike) were not only substantially more likely to understand that there is a strong consensus among medical experts about vaccine safety, participants were also less likely to think that vaccines cause autism or that childhood vaccines are risky, and more likely to vaccinate their children and support policies that require parents to vaccinate their children. We generally find that people’s perception of the level of consensus among domain experts [medical scientists] functions as a “gateway” to changing other influential beliefs that people hold with regard to important societal issues. In other words, communicating consensus has the potential to correct influential misperceptions while cultivating science-based attitudes toward and public support for vaccinations. I have written about the psychology of consensus (link is external) before. Of course, I am not suggesting that there is no need or place for people to learn exactly why vaccines do not cause autism or why you cannot catch the flu from a flu shot. The truth is that people care more about certain type of facts than about others and facts with social value (e.g., group consensus) tend to carry more weight. In an uncertain and complex world where people have limited time and attention, communicating the bottom-line is often what counts the most. In this case, that 90% of doctors all agree that approved vaccines are perfectly safe and that it is important for your health that you get yourself and your children vaccinated.
Further Reading Center for Disease Control (CDC) Global Health – Vaccines and Immunization. Available from: http://www.cdc.gov/globalhealth/immunization/ Gellin, B.G., Maibach, E.W., & Marcuse, E.K. (2000). Do parents understand immunizations? A national telephone survey. Pediatrics, 106(5), 1097–1102. Gust, D., Weber, D., Weintraub, E., Kennedy, A., Soud, F., & Burns, A. (2008). Physicians who do and do not recommend children get all vaccinations. Journal of Health Communication,13(6), 573–582. Dubé, E., Gagnon, D., & MacDonald, N.E. (2015). Strategies intended to address vaccine hesitancy: Review of published reviews. Vaccine, 33(34), 4191–4203. Dixon, G., & Clarke, C. (2013). The effect of falsely balanced reporting of the autism-vaccine controversy on vaccine safety perceptions and behavioral intentions. Health Education Research, 28(2), 352-359. Lewandowsky, S., Ecker, U.K.H., Seifert, C.M., Schwartz, N., & Cook, J. (2012). Misinformation and its correction: continued influence and successful debiasing. Psychological Science in the Public Interest, 13(3),106–131. Maibach, E. (2012). Knowing our options for setting the record straight, when doing so is particularly important. Psychological Science in the Public Interest, 13(3),105. van der Linden S.L., Leiserowitz, A.A., Feinberg, G.D., Maibach, E.W. (2012). The scientific consensus on climate change as a gateway belief: Experimental evidence. PLoS One10(2), e0118489. van der Linden, S.L., Clarke, C.E., & Maibach, E.W. (2015). Highlighting consensus among medical scientists increases public support for vaccines: Evidence from a randomized experiment. BMC Public Health, 15(1), 1207.