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Real people with relatable stories can help public agencies counter social media disinformation campaigns and "fake news" around issues such as vaccination programs, academic researchers say.

They examined how Laura Brennan, a 25-year-old woman who had been diagnosed with terminal cervical cancer, used her scientifically informed yet emotionally charged social media posts to significantly shift public perceptions of Ireland's HPV vaccination program. Her compelling personal story countered the aggressive anti-vaccine rhetoric and led to a positive turnaround in public opinion.

She worked closely with the Irish Health Service Executive (IHSE), who supported her and provided her with facts and insights into both the vaccine and cervical cancer.

Laura approached the IHSE in 2015 to discuss misleading social media posts promoting scare stories claiming young people had developed serious illnesses after receiving the HPV vaccine. The vaccine is offered to adolescents in both Ireland and the UK to protect against the human papillomavirus (HPV), which can cause cervical cancer.

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