Changing minds: What moves the needle for the unvaccinated?
By Karen Doheny
Not so long ago, Heather Simpson of Dallas was known as the anti-vaccine mom who dressed as "the measles" for Halloween. She painted red spots on her face and posted her photo on Facebook, joking: "Was trying to think of the least scary thing I could be for Halloween … so I became the measles." It went viral with the anti-vaccine crowd. But between that Halloween and today, a series of “aha” moments transformed Simpson's attitudes toward vaccines. In January 2021, one of those moments involved her daughter, now 4, who was scratched by a feral cat, raising concerns about tetanus. Her daughter had been bitten by a dog when she was just 1, and Simpson turned down advice then to get a tetanus shot. "I was convinced the tetanus shot would kill her faster than the tetanus." After the cat incident, the anxiety was so exhausting, she listened to the nurse practitioner at the clinic, whom she trusted. The nurse gently reassured Simpson that the shot was less risky than the possibility of tetanus -- but did not bombard her with statistics -- and that won over Simpson and triggered an overall rethinking of her vaccine stance. "People develop negative attitudes [about vaccines] by accessing alternative sources of information, anecdotes, and personal stories," says Matthew Seeger, PhD, dean of the College of Fine, Performing and Communication Arts and co-director of the Center for Emerging Infectious Diseases at Wayne State University in Detroit.