Since the infamous article by Wakefield et al. was published in 1998, diseases once nearly eradicated are re-emerging. As a result, research has focused on communication strategies that can successfully combat vaccine hesitancy. Current research suggests that facts and knowledge alone are not sufficient to change the minds of people hesitant to use vaccines. Strategies that might help “anti-vaxxers” to reconsider include approaching vaccine hesitancy as a spectrum of opinions, communicating with courtesy, focusing on the harms of not vaccinating, using narrative in communications, and analysing real-life stories from former vaccinehesitant parents.