Amid the current talk about the necessity of a new vaccination campaign, it becomes even more important to reach out to all segments of the population. Communication targeting even the most doubtful about the need of getting vaccinated can focus on three elements of persuasion, all three played on the emotional front. What about messages full of information and scientific details? They are less effective. Instead, the most convincing elements to be conveyed are those that recall personal experiences of vulnerability and dependence, that invite to follow the social rules centered on cooperation among citizens, with a view to herd immunity, and third, finally, that put the emphasis on the presence of vulnerable individuals that need to be protected in the different environments that people inhabit every day.

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