The site features clear answers to common questions about vaccines as well as resources for healthcare providers. Its ARM toolkit (Act, Recommend, Motivate) offers clinicians a three-step guide to having effective conversations with parents about vaccination. (More below.)Let’s Get Real aims to address a decline in public trust in vaccine-related information. By offering fact-based and accessible material, the campaign seeks to help parents and healthcare providers overcome misleading content circulating about immunisation.
Most parents in the United States protect their children against vaccine-preventable diseases. However, after a series of measles outbreaks in recent years – including more than 2,000 cases in 2025 – the US is on the verge of losing its ‘measles free’ status. This means that measles, a highly infectious disease, is spreading in the country.
Experts say the return of measles shows that vaccination rates are too low and that cases of other diseases, such as pertussis or rubella, may follow unless vaccination rates improve.
Clear information about vaccines will play a vital role in ensuring people’s questions are answered so that they can make well informed decisions.
Kelly Moore, MD, CEO of Immunize.org says the Let’s Get Real site takes a ‘novel and engaging approach’ to childhood vaccine education. ‘Numerous focus groups revealed that parents wanted to learn more about the actual risks (and benefits) of vaccines and how they stacked up against the risks of disease,’ she says. ‘The comparison tables designed for each disease allow parents to accurately judge the balance of risks and benefits whether they make the decision to vaccinate, or not.’
Measles is back
The US eliminated measles in 2000. Aside from imported cases and sporadic outbreaks, the country had been certified as measles free. However, the WHO is expected to strip the US of its ‘measles-free’ status after a virtual meeting scheduled for April. (The European region aims to achieve measles-free status, but recorded 127,000 cases in 2024.)
A broad coalition of public health advocates has helped to drive down vaccine-preventable diseases over several decades. This network of vaccine champions includes parents, healthcare providers, scientists and public health officials.
The Immunization Action Coalition – renamed as Immunize.org in 2022 – has been a key player in this vast advocacy network. Founded in 1994 by Dr Deborah L Wexler and others, the coalition seeks to ensure that healthcare professionals and the public are up to date on all aspects of vaccination. It also advocates for policies that remove barriers to vaccination.
Immunize.org took over Let’s Get Real About Vaccines at the end of 2024. The site was originally developed by the US Health & Human Services and is the result of years of work and investment by federal authorities.
‘Because it was paid for by taxpayer dollars and the need is so great, we wanted to ensure this investment wasn’t lost. Our partnership with Immunize.org made that possible,’ said Amy Callis, the former HHS campaign director for Let’s Get Real. ‘The site is one of the most credible and plain language resources available online today.’
The power of healthcare professionals
Despite wavering support for vaccination, a solid majority of parents consistently report high levels of trust in their child’s doctor. Recommendations from healthcare professionals can have a positive impact on parents’ decisions, even if the parent had been hesitant at the start of the conversation.
What doctors and nurses say makes a difference. So does how they say it. That’s why Let’s Get Real developed a series of resources that can be used by doctors, nurses, pharmacists and others who have the opportunity to advocate for vaccination.
One of the key tools uses ARM to make vaccine conversations easier and more effective. AMR is one of several evidence-based approaches that taps into research on how people make decisions about their health. (It builds on the health-belief model, social norms theory and motivational interviewing. Read more.)
What is ARM?
ARM is a three-step approach for effective vaccine conversations. Here’s how healthcare providers can apply ARM in their daily work.
ACT: If a parent is in your office, then assume intent to vaccinate.
RECOMMEND: If a parent is unsure, then recommend vaccination.
MOTIVATE: If a parent is hesitant, then empower them to be confident in their decision to vaccinate.
Each of these three steps is accompanied by practical guidance on what to say, how to understand parents’ starting position on vaccination, and how to empower them to make the positive choice to vaccinate. There are also tips and timesavers, plus advice on how to respond when parents remain hesitant.
Despite current challenges in vaccine uptake, the US begins from a position of relative strength. As well as having public health bodies with a long history of public health achievement – notably eliminating measles – it has a strong network of advocates and experts. The Let’s Get Real About Vaccines site offers much-needed clarity and ready-to-use tools to help get back on track.
