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In an effort to rebrand and rightsize expectations on the seasonal influenza vaccine, the Centers for Disease Control and Prevention (CDC) late last week launched a new campaign, called “Wild to Mild.” Decorated with pictures of ferocious wild animals paired against mild house pets, the campaign portrays the flu shot as a way to lessen severity of illness, and not necessarily prevent the virus. (Soucheray, 9/25)

"People are more likely to perceive messages as credible and trustworthy if they set realistic expectations about what vaccines can and cannot do," the CDC's Sara Dodge Ramey told a panel of federal vaccine advisers at a meeting Friday. ... That led to them rolling out a campaign this year carefully crafted to "avoid messages that could be seen as a scare tactic," she said, acknowledging some voiced "fatigue" around talking about important steps to avoid dying from respiratory diseases this fall and winter. (Tin, 9/25)

A majority of voters overall see advantages to vaccination, though there’s a large partisan divide on the question. Among Democratic voters, 76 percent said they “care more about potential health benefits than the potential health risks of vaccines.” But among Republicans, it’s split evenly: 51 percent care more about the potential health risks, while 49 percent care more about the benefits. (Shepard, 9/23)

�鶹Ů�� Health News: The Tata Way

Episode 5 of the “Eradicating Smallpox” podcast explores how a partnership between public health institutions and a huge, influential private company was key in the campaign to eliminate smallpox. (9/26)