This guide was prepared by the Center for Public Interest Communications at the University of Florida College of Journalism and Communications in partnership with Purpose and the United Nations Verified initiative. “Principles for building trust – The factors that lead people to make choices to take vaccines are nuanced and affected by how they see the world, their perceptions of the choices people like them will make, who they trust, their perceptions of risk, consistency of message and convenience of actually getting the vaccine. In a perfect, limitlessly resourced world, we’d have the opportunity to craft highly specific campaigns for each community and identity in the world. The vaccine would be simultaneously available to all, and our personal doctors would administer it and assure us of its efficacy. That world doesn’t exist. However, there are a set of principles for sharing vaccine information that can help increase trust, acceptance and demand for vaccination. In this guide, we’ll help you understand this complexity and nuance and offer principles and insights drawn from leading experts in vaccine communications that can guide your efforts…”