This panel’s presentations will highlight recent work designed to inform and improve communications approaches for fostering vaccine confidence and acceptance. Vaccine confidence is an important concept when it comes to reducing vaccine hesitancy and achieving acceptance of vaccination recommendations. Vaccine confidence encompasses trust and faith in public health recommendations as well as the entities responsible for developing and implementing the recommendations. This could be level of trust in a particular vaccine, vaccines overall, the recommended immunization schedule, the healthcare provider(s) administering vaccines, or the processes that lead to development, licensure and use of vaccines. This panel will share and discuss recent findings from survey research (Nowak: Confidence in Context – Parents Confidence in Vaccines and other Health-related Products for Young Children), focus groups (Mendel: Does Mother Know Best? Insights from Focus Group Research with Hesitant Moms), and an RCT of persuasive messaging (Frew: A Randomized Trial of Maternal Influenza Immunization Decision-Making: A Test of Persuasive Messaging Models), from different segments of parents, and show how those findings can be used to inform vaccine-related communication strategies, messages, and resources. Factors that facilitate vaccine confidence will be highlighted. Insights from this panel will likely have value for communicating about other health issues where confidence can be a contributing factor to decision making.