I keep thinking about this by Rivka Galchen in the LRB:

Berman is keen to dispel the notion that those who refuse vaccines suffer from an information deficit problem. Anti-vaxxers collect evidence in order to disrupt or conceal the truth, not to uncover it. For those who are sceptical of vaccination without necessarily being anti-vaxxers, the most effective public health strategy remains unclear. Berman argues that ‘reactive’ responses, such as mockery, are counterproductive. He cites a series of studies that demonstrate what we might feel instinctively: showing people information that contradicts their beliefs rarely makes them change their minds, and often hardens their convictions. Factsheets like those used by the Centres for Disease Control and Prevention tend not to work, both because they are less powerful than personal narratives and because the other side produces misleading literature in the same format. Online bots and trolls are a source of both pro and anti-vax messages, in more or less equal amounts: the amount of contradictory and unstable information is as much, if not more, of a problem as the information itself.

Maybe some problems can’t be solved. If every imaginable way to persuade people to change their views on a subject only serves to confirm them in those views … what then? My suggestions: 

• Don’t invest much hope in changing minds; 
• But don’t absolutely write anyone off; 
• Be patient and gentle; 
• Vary your methods and arguments; 
• And above all, focus 95% of your energy on younger generations — on people who haven’t yet screwed up their lives by being Extremely Online — in hopes of helping them to have better habits than their benighted elders.