Peñafiel-Saiz) [T]his study stresses the added-value of analyzing the media effects on vaccination and suggests that during vaccination campaigns the media need to be considered as an important player. Although vaccine hesitancy is an individual behaviour, it is also the result of broader societal influences in the historical, political, and socio-cultural context in which vaccination takes place. A key player in that context is the media, which are a tool for spreading information and increasing awareness about vaccines and the opinions of both vaccine supporters and opponents. On the flip side, lack of information and fake news are among the contributors to low vaccination coverage. This study explored the association of childhood vaccination rates in Spain and vaccine-related coverage in the print media. Its purpose is to expand our understanding of the media s educational role in public health and hopefully inform future vaccination campaigns.