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Until the end, it seemed it could sort out to be a happy-ending story, a demonstration of how new social networks, renown for spreading misinformation, can also correct it, when used properly. But the unfortunately predictable finale showed the opposite: counteracting false ideas about vaccines is not that easy. It will take time, a big deal of patience, communication skills and a good, coordinated strategy as well.

“We are so close to ending the polio” and “Still 15 years to a polio-free world” are not contradictory statements. They instead describe, with different degree of optimism, the current framework and the objective to be pursued in the fight against this disease. In other words, we are closer than ever to the target of a world free of polio, but much remains to be done to carry the world across the threshold. Polio eradication is the next issue public health authorities will be committed to in midterm future.

How many ways are there to tell a story and who will do it? In these months we tried to answer those questions by running an analysis of the most relevant tweets and accounts about some key words, chosen by the editorial board, focused on Zika virus and vaccines. We then developed an application to identify the most influential Twitter users on specific topics, according to a list of hashtag we have provided.

Declaring an emergency is a dirty work, but someone has to do it. When facing a serious threat to global public health, even if complete evidence is lacking, someone has to take the responsibility to push the red button that activates a chain of coordinated actions (such as cooperation among states and research on vaccines). Choosing to do this, the risk of giving a false alarm is unavoidable.

Institutions, public agencies and authorities can tackle different kinds of crisis by using social media. In the last few months, this has been done successfully in very diverse cases, both defending the reputation of a big oil company from a journalistic inquiry, and managing the response to a terror attack within a city. Even if the type and range of crisis is hugely different, the efficacy of a prompt and wise use of social network gives clues that could be useful when dealing with infectious threats as well.

Rhett Krawit is a Californian 7-year-old kid. He survived leukaemia after a fight lasted three-and-half years that left his immune system highly compromised. He wants to go to school and he has any right to do so, but he cannot do it safely. Rhett cannot be vaccinated because his immune system is still rebuilding and the presence of unvaccinated children exposes him to diseases like measles and chicken pox, which could be lethal for him. An actual risk, since in almost one fourth of Californian schools the herd immunity has been lost because of vaccine hesitancy and refusal.

The Social Issues Research Centre, The Royal Society, The Royal Institution of Great Britain. 2001. Guidelines on science and health communication.

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Health system analysis to support capacity development in response to the threat of pandemic influenza in Asia
Making society an active participant in water adaptation to global change
Public Participation in Developing a Common Framework for Assessment and Management of Sustainable Innovation
Engaging all of Europe in shaping a desirable and sustainable future
Expect the unexpected and know how to respond
Driving innovation in crisis management for European resilience
Effective communication in outbreak management: development of an evidence-based tool for Europe
Solutions to improve CBRNe resilience
Network for Communicable Disease Control in Southern Europe and Mediterranean Countries
Developing the framework for an epidemic forecast infrastructure
Strengthening of the national surveillance system for communicable diseases
Surveillance of vaccine preventable hepatitis
European monitoring of excess mortality for public health action
European network for highly infectious disease
Dedicated surveillance network for surveillance and control of vaccine preventable diseases in the EU
Modelling the spread of pandemic influenza and strategies for its containment and mitigation
Cost-effectiveness assessment of european influenza human pandemic alert and response strategies
Bridging the gap between science, stakeholders and policy makers
Promotion of immunization for health professionals in Europe
Towards inclusive research programming for sustainable food innovations
Addressing chronic diseases and healthy ageing across the life cycle
Medical ecosystem – personalized event-based surveillance
Studying the many and varied economic, social, legal and ethical aspects of the recent developments on the Internet, and their consequences for the individual and society at large
Get involved in the responsible marine research and innovation
Knowledge-based policy-making on issues involving science, technology and innovation, mainly based upon the practices in Parliamentary Technology Assessment
Assessment of the current pandemic preparedness and response tools, systems and practice at national, EU and global level in priority areas
Analysis of innovative public engagement tools and instruments for dynamic governance in the field of Science in Society
Public Engagement with Research And Research Engagement with Society
Computing Veracity – the Fourth Challenge of Big Data
Providing infrastructure, co-ordination and integration of existing clinical research networks on epidemics and pandemics
Promote vaccinations among migrant population in Europe
Creating mechanisms for effectively tackling the scientific and technology related challenges faced by society
Improve the quality of indoor air, keeping it free from radon
Improving respect of ethics principles and laws in research and innovation, in line with the evolution of technologies and societal concerns
Investigating how cities in the West securitise against global pandemics
Creating a structured dialogue and mutual learning with citizens and urban actors by setting up National Networks in 10 countries across Europe
Identifying how children can be change agents in the Science and Society relationship
Establishing an open dialogue between stakeholders concerning synthetic biology’s potential benefits and risks
Transparent communication in Epidemics: Learning Lessons from experience, delivering effective Messages, providing Evidence