[Innovative publicity and communication models enhancing immunization program].

Vaccination is one of the most cost-effective measures for preventing and controlling infectious diseases.In recent years, there has been a growing public demand for knowledge about vaccines and vaccine-preventable diseases, which has placed higher requirements on the capacity and quality of immunization services. However, "vaccine hesitancy" has become an increasingly prominent issue. In 2019, the World Health Organization (WHO) listed it as one of the top ten global health threats, and it is gradually becoming a major challenge for immunization programs worldwide. Therefore, current immunization programs need to actively innovate in publicity and communication strategies to enhance public willingness for voluntary vaccination, improve awareness and trust in vaccines, and further reinforce the understanding of their critical role in infectious disease prevention and control. This paper examines the challenges and circumstances faced by vaccination publicity and communication in the new era, and proposes relevant recommendations, aiming to provide reference for developing new models of publicity and communication.