This article looks at the sensitive issue of persuading people to be immunised against preventable diseases - including diseases which are no longer commonly seen in Europe.
Some say fear has been used by a small number of anti-vaccination groups to discourage immunisation. Should public health authorities fight fire with fire by highlighting the frightening consequences of allowing polio to return or permit measles to spread faster and further?
Or is it counter-productive to engage in scare tactics?
Experts in psychology, advertising and decision-making look at how emotions influence immunisation rates in developed countries.
Read more: Vaccine debate: Is fear fair?
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