Leave it to people with irrational ideas to behave irrationally. Unfortunately, merely vilifying these people is what backs them into the corner and ultimately results in their lashing out in more aggressive ways. Science suffers in its discourse with people like this in that it consistently fails to deliver its message to the emotional. The best science is objective science, but this rarely translates to the people who are hyper-reactive to their perceptions (real or otherwise). I'd say that governments need to do a better job in combating the anti-vax PR campaign, but then again, we're losing the social media PR campaign against ISIS, a group that among other atrocities is known for cutting the heads off non-believers. So to say that our governments don't specialize in marketing would seem to be a bit of an understatement.