This study has implications for many fields of science where its practitioners keep running into rumor and conspiracy theories. The authors tried several different means to increase the uptake of the MMR vaccine (information about the lack of connection with autism, information about the severity of the diseases being pervented, case histories of children who'd had them, and so on), and compared them to see if anything helped with parent who were skeptical of having their children vaccinated.
You can probably guess: none of these helped at all. In fact, several of the interventions appeared to make things even worse, reinforcing beliefs in the dangers of vaccination. There's a general principle at work here, which I've heard stated as "You can't use reason to talk someone out of a position that they didn't arrive at by reason". It's the wrong tool for the job, like using a screwdriver to pull nails. I'd also note that people who are suspicious of vaccines are also likely to be alert to signs that someone is trying to convince them otherwise, and will react accordingly. They know that their position is a minority one - that's part of the attraction, in many cases.
"Here, read this pamphlet from the CDC" is a strategy with no hope whatsoever of working. The case-history approach was probably a better idea, but just the fact that it's coming from some official medical source is enough, in these cases, to discredit it completely. That's what they want you to think. In the context of this blog, I run into this sort of thinking most often in the form of "Big Pharma doesn't want to cure anything", or even "Big Pharma knows how to cure cancer, but doesn't want to tell anyone because it would hurt their profits". The only way I've ever made any headway with that one (and it hasn't been very often) is when I've had a chance to go one-on-one with a believer. Looking someone in the eye and asking them if they really are accusing me of watching some of my family members die from diabetes, cancer, and heart disease while I was hiding the cures and collecting my paycheck is an uncomfortable conversation, but I've had it a few times. The only counterattack has been that no, they're not saying that I personally have these things in my desk drawer, it's the higher-ups, you know, them. "So how have I been working on these diseases for 25 years without rediscovering any of these cures?" I ask, and that generally winds things up. But I like to think (or to kid myself) that I've planted a slight seed of doubt.
You need as much conviction in your voice as the quacks have, though, and that's not easy, because they have a lot. Science has the evidence on its side, naturally, and that's a lot, but conspiracy theorists and their friends have something to believe in, and that's a very strong part of human nature indeed. It is not satisfied by contemplating charts or tables; it does not find fulfillment in double-blinded trials. It provides a ward against fear, the comfort of knowing secrets that others don't, and a fellowship of like-minded believers. In many cases, when you're trying to persuade someone out of these views, you're not just trying to argue a specific point - you're trying to talk them out of an entire worldview. CDC pamphlets don't stand a chance.