"Vaccine denial" is a symptom of a larger crisis of trust in big institutions.
Given the choice between trusting information from a large institution that is perceived as having repeatedly lied and contrived in service of various agendas (see: NSA snooping, MKULTRA, etc) vs. trusting what "people like me" tell them, people are increasingly trusting "people like me". However, people also tend to trust academic experts, but only if they are perceived as independent. The government and other large institutions think that they are adding credibility to the findings of these experts, but their brands are actually toxic.
Until we act to engage on trust, no amount of information is going to move the needle. http://www.edelman.com/insights/intellectual-property/2015-edelman-trust-barometer/trust-around-world/