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Research found most parents and caregivers support required school vaccines, trust messaging from school nurses, and prefer multichannel vaccine communication.

CDC data shows that vaccine coverage continues to decline nationwide.¹ Although research continues to explore strategies to increase vaccination rates, communicating effectively with parents about vaccines required for school attendance is critical.^2,3  To encourage vaccine uptake, schools and healthcare professionals must understand what messages resonate most and identify the best messengers to reach parents and caregivers.⁴

In the fall of 2024, Alliance for a Healthier Generation (AHG) conducted national market research to understand the preferences of parents and caregivers regarding communication about vaccines required for school attendance.⁵ The online survey, which collected responses from 767 parents and caregivers across diverse geographic regions and racial and ethnic backgrounds, aimed to shed light on the most effective ways to convey important vaccine information to families.

The findings revealed that family doctors and pediatricians are by far the most trusted sources for advice related to healthcare decisions such as choices regarding vaccination. This result was consistent across geographic and demographic groups, underscoring the critical role that healthcare professionals play in guiding parents and caregivers through vaccination decisions.

By a margin of 7 to 1, parents and caregivers agreed that certain vaccines should be required for children to attend school. This finding was uniform across geographic and demographic groups, indicating broad acceptance of vaccine requirements as a necessary measure to protect children’s health.

Vaccine Messaging Content & Delivery

Respondents were asked to review sample vaccine-related messages from a school nurse, a principal, and the president of a Parent-Teacher Association (PTA) and select a favorite. The largest group of respondents (44%) preferred a message from the school nurse answering common questions about vaccines, 34% favored a reminder about vaccine requirements from the school principal, and 22% chose an appeal from the PTA president highlighting the community benefits of vaccination.

Those who selected the school nurse’s message valued its detailed information and the nurse’s medical background. A respondent remarked, “I love that you asked all the proper questions that a parent would normally be asking. I love that you thought about things that I wouldn’t normally think about. That’s what a nurse does, of course. And I would rather go to the nurse than the principal because sometimes nurses just think like parents.” The relatively high preference for the school nurse’s message underscores the value that parents and caregivers place on medical expertise in health-related communications.  However, only two-thirds of schools have a full-time school nurse, and there are significant regional disparities in school nursing coverage.⁶

Those who selected the message from the school principal appreciated its brevity, respectful tone, and clear call to action. One respondent noted, “I like that a message as important as this is coming directly from the principal of the school, who is also the head of the school. That builds confidence.” However, some questioned whether school personnel without a clinical background should address medical topics, which indicates a need for additional training and resources for school staff to become effective communicators about vaccines.⁷

Those who selected the message from the PTA president appreciated the tone and the emphasis on community health. One parent commented, “I like how the letter is polite and to the point. I like how the PTA addresses the importance of vaccinations and how they protect everyone from illness and diseases.” The relatively large portion of respondents who selected even the least-popular message suggests that schools may see benefits from sharing vaccine-related communications from a variety of messengers over the course of the school year.

Overall, the results indicate that parents and caregivers overwhelmingly support required vaccines for school attendance and trust school nurses as reliable sources of vaccine information. Effective communication around required vaccines should be brief, respectful, and informative. To maximize impact, schools should consider using multiple messages and messengers to communicate vaccine information. This approach ensures that the messages appeal to a broad audience and leverages the trust placed in different school figures. AHG⁸ offers a central hub of resources on vaccine communication, access, and equity, which clinicians can recommend to schools and families.