Similar findings to this study have been reported by others [3] [4] [5] 37] and have important implications for how public health addresses the issues of trust and communicates risk information. As others have noted there is more to risk communication than providing more facts about risks [3, 4, 7, 23] . To paraphrase Hobson-West, from these studies and critiques, it is clear that education is not the main policy tool and ignorance is not the main enemy for maintaining immunisation uptake (p 279 [23] ).