Vaccine hesitancy has been labelled as a complex risk communication problem for public health professionals because the reasons for this hesitancy are complex and unique. A provincial public health agency is faced with the difficult task of combatting the miscommunication about vaccines within the province. Lisa Walters, Public Health Consultant, has been working diligently to develop an effective risk communication message that targets vaccine-hesitant parents. Ultimately, the problem is one of framing, with the issue greatly influenced by how the media and health care professionals frame the issue and communicate with the public. The goal is to plan a communication campaign by creating the right message from the correct sources to influence individual decision-making on immunization. By using a set of six efficient risk communication principles, the most efficient risk communication message can be constructed. Finally, there are a variety of causes of vaccine hesitancy that can greatly affect the framing of the risk message. Lisa is participating in a media interview but does not feel prepared and is worried that her message will add to the negative media landscape on vaccines. The immunization team needs to create a multipronged, well-planned risk communication campaign to change individual vaccine behaviour but is having difficulty determining where to start or what approach to take. What is the most effective way to make a message on vaccination stick? Which stakeholder should be the one to convey this message and what are the drawbacks associated with using this stakeholder? What elements of risk communication are present for each stakeholder and which ones are lacking? What is the best method of risk communication? What different forms of risk communication should be produced (pictures, graphs, statistics, or stories, etc.)? Can a message be created that people will embrace
