Sarah Jones, a doctoral researcher who co-led the IGHI report, suggests a targeted approach will be necessary. "I would urge governments to stop thinking they can reach the mass of niches out there with one mass-market vaccine message, and work more creatively with many effective communications partners," she says. That might involve closer collaborations with the influencer role models within each community, she says, who can provide "consistent and accurate information" about the vaccines" risks and benefits.

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