Several studies worldwide have reported covid-19 vaccine hesitancy . In order to ensure national vaccination campaigns' effectiveness, attitudes and beliefs about vaccination uptake should be addressed by adopting behaviourally and communication informed strategies . This paper aims to highlight some relevant indications that can be effective in both developing awareness about the items a covid-19 vaccination campaign should be focused on, and to promote appropriate interventions using behavioural insights techniques and communication plans . Two documents in particular have been identified that could be helpful in counteracting vaccination hesitancy . The first one is a WHO meeting report that focuses on strategies for increasing motivation to be vaccinated by making vaccination easily accessible, attractive and socially relevant . The second document provides guidance for implementing a structured communication approach, responding to the population needs and prejudices through the adoption of dedicated tools and key messages . Finally, the specific information to be delivered in the fight against vaccination hesitancy is embedded within the general process of scientific communication, which brings complex issues into common terms.