When you are given a medication by a doctor, you get to read all about the possible side-effects and decide on whether the benefits offset the risks.
When the medication is a vaccination, the same freedom of choice for the individual is more restricted. An individual decision to not vaccinate may attract criticism, ridicule and even rage.
Yet, vaccinations can be harmful to your health. Admittedly rare, but when it happens, someone (maybe you, maybe your child) 'takes one for the team.'
This is a tough space. Public health and social marketers are therefore obliged to tackle the difficult space defined by what is 'good for all' on one side and an individual's right to choose on the other.
See this article at The Conversation covering this issue.