Vaccine Misinformation and Its Link to Vaccine Hesitancy and Uptake in Durham (2018-2019)


Vaccinations administered during pregnancy and the first year of a child’s life are crucial for preventing a myriad of potentially deadly and debilitating infections such as polio, pertussis, measles, influenza and tetanus. Despite overwhelming scientific evidence on the benefits of vaccinations, pregnant women and parents of young children often refuse to accept, or choose to space out, vaccinations for themselves or their children. This phenomenon, termed vaccine hesitancy, is blamed for several vaccine-preventable outbreaks in the U.S., including the 2017 measles outbreak in a Somali community in Minnesota. In order to design effective behavior change interventions to mitigate vaccine hesitancy, we need to understand the role of misinformation in the development or promotion of vaccine hesitancy, as well as the subsequent decision to accept vaccines without delay.

Project Description

This Bass Connections project will study vaccine misinformation and its impact on vaccine hesitancy and uptake in Durham. Specifically, the project team will:

  • Conduct secondary data analysis of the coverage and timeliness of maternal and pediatric vaccines in Durham using the Duke Enterprise Data Unified Content Explorer (DEDUCE) database
  • Collect data on and assess the role of media and web-based information sources in shaping vaccine hesitancy concerns among pregnant women and new parents
  • Retrospectively evaluate the link between vaccine hesitancy and vaccination coverage/timeliness in a cohort of 100 parents who have children (ages 3-6 years) attending Duke Health clinics.

By carrying out these objectives, the team will measure the prevalence and distribution of vaccine hesitancy; elucidate the frequency and type of social media promoting vaccine hesitancy; develop or adapt methods to curate and analyze information sources; and analyze the association between vaccine hesitancy and vaccination uptake in pregnancy and early childhood.

Anticipated Outcomes

Presentation of findings to Duke community and/or members of North Carolina Immunization Advisory Board; abstracts submitted to conferences; manuscript(s) submitted to peer-reviewed journals; preliminary data for grant proposals


Fall 2018 – Spring 2019  

  • Fall 2018: Team-building activities; sub-teams begin weekly meetings and initiate activities related to project aims
  • Spring 2019: Sub-teams continue activities related to project aims

See related Data+ summer project, Vaccine Hesitancy and Uptake (2018).


/faculty/staff Team Members

  • William Adair, Sanford School of Public Policy-DeWitt Wallace Center for Media and Democracy
  • Dennis Clements, School of Medicine-Pediatrics: Infectious Diseases
  • Ashwinkumar Machanavajjhala, Arts & Sciences-Computer Science*
  • Christina Makarushka, Duke Global Health Institute-Center for Health Policy
  • Truls Ostbye, School of Medicine-Community and Family Medicine
  • Ashley Price, School of Medicine-Duke Personalized Health Care
  • Geeta Swamy, School of Medicine-Obstetrics and Gynecology: Maternal Fetal Medicine*
  • Lavanya Vasudevan, School of Medicine-Community and Family Medicine*
  • Anthony Viera, School of Medicine-Community and Family Medicine
  • Emmanuel Walter, School of Medicine-Pediatrics: Primary Care Pediatrics
  • Jun Yang, Arts & Sciences-Computer Science

/graduate Team Members

  • Bryanna Carpenter, Medicine-MD
  • Melissa Ross, Medicine-MD

/undergraduate Team Members

  • Felicia Chen
  • Sujata Kishnani, Biology (BS), Global Health (AB2)
  • Aditya Santoki

/zcommunity Team Members

  • Sachiko Ozawa, UNC - Eshelman School of Pharmacy