The European Social Marketing Association recently shared an academic paper that was published in July 2020, entitled "Key Guidelines in Developing a Pre-emptive COVID-19 Vaccination Promotion Uptake Strategy", which gives guidelines for governments on how to set up and promote a comprehensive vaccination uptake strategy through thoughtful planning and use of best practices. A number of resources are provided that identify existing vaccine promotion efforts around the world. The paper also covers audience segmentation, competition strategies (e.g. countering the anti-vaccination movement), mobilization, community engagement, vaccine access, marketing promotion, news media outreach, and digital media. It is well worth the read, particularly for those who work in public health. The report is attached.