From the Introduction: "This report, 'The Anti-Vaxx Playbook', is based on in-depth analysis of speeches and presentations by leading digital anti-vaccine advocates at a meeting they recently held in private over three days; investigation of private anti-vaccine digital spaces; and other intelligence gathered by our researchers. It reveals how anti-vaccine networks are systematically planning to suppress uptake of the Coronavirus vaccine by exploiting digital platforms. These malignant actors have developed their strategic understanding over years of advocacy and practice. Their strategy is simple. Exploit social media algorithms' predilection for controversial and engaging content to hammer home three key messages - Covid [coronavirus disease] isn't dangerous; vaccines are dangerous; and mistrust of doctors, scientists and public health authorities. Despite the variety of styles, tones and themes employed by the anti-vaccine movement, every meme they share is in service to one of these three messages. Our response must be equally simple: to inoculate against misinformation by ignoring the individual memes generated by the anti-vaxx industry and instead focus on communicating our core message - one that has the benefit of being true: 1. Covid is deadly; 2. Vaccines are among the safest, most effective, most consequential human inventions in the past two centuries, saving countless lives from disease, disability and even death; and 3. Doctors, scientists and public health professionals chose those professions because they want to help people and better understand the world."
2020 Center for Countering Digital Hate Ltd
Center for Countering Digital Hate: https://www.counterhate.co.uk/