I think @lifeaef makes some really good points from an anti-vaxx point of view. I know historically I have come off condescending and rude because of course my viewpoint is right and they just need to get over their fears and listen to reason. But this doesn't address them like real people. It only makes them double down and hate the medical establishment even more. We need to learn, as scientists and medical professionals, to approach people with compassion, even if the science is on our side.