Abstract
To counter perceived viral threats, government organizations have the task of steering public opinion towards behavior that shapes the immunity of the population. This could take the form of vaccine campaigns and/or ‘non-pharmaceutical interventions’. Vaccines are accepted as the most effective means in thwarting the severity of an infection both individually and throughout a population. The success or failure of campaigns however hinges on the messaging of the objectives, public trust, and above all the science that substantiates the campaign. Some consider the recent Coronavirus Disease 2019 Pandemic as one insufficient in clear and consistent messages. At the level of communication, confusion stemmed from the complexities of 1) asymptomatic and presymptomatic transmission, 2) the merits of natural and acquired immunity, 3) The relevance of herd or community immunity, as well as 4) correct information regarding the benefits and risks of necessary vaccination. Here, we review the basis and inconsistencies in the therapeutic and infection messages relevant to immunity concepts that lent to public confusion associated with this and perhaps future pandemics.