The Anti-Vaxx Playbook 💉 According to a report done by the Center for Countering Digital Hate (CCDH), online anti-vaxxers continue to grow, with 147 of the leading accounts gaining 10.1 million followers since 2019, an increase of 25%. The additional growth took place primarily on Instagram and YouTube, with anti-vaxxers adding an extra 4.3 million followers on each platform. Anti-vaxxers have developed a sophisticated playbook for spreading uncertainty about a Covid vaccine, converting vaccine-hesitant people into committed antivaxxers, and resisting attempts to remove their misinformation. Some anti-vaxxers are economically-motivated hucksters, some are true believers. Online anti-vaxxers have organised themselves around a “master narrative” comprised of three key messages: 🦠Covid is not dangerous 🦠The vaccine is dangerous 🦠Vaccine advocates cannot be trusted What can you do when you see an anti-vaxx post on social media? 👉🏽Focus your communications on explaining the science with evidence based medicine and facts. 👉🏽Do not share or engage with anti-vaxx misinformation online. This spreads it further. Report them. 👉🏽Do Q&A sessions online - where the public can ask questions, e.g. do Instagram Q&As or Facebook live. 👉🏽Empower, support and amplify a diverse range of expert message carriers, healthcare professionals and scientists on social media. 👉🏽Expose the methods and motives of anti-vaxxers, not the content of their narratives. You can read the tactics that anti-vaxxers would use in this report, please go to www.counter-hate.com.