Widespread misinformation about COVID-19 has incited harmful behaviour that has undermined the public health response to the global pandemic, and posed a major threat to public health. To our detriment, social media has contributed to the spreading of mis - information and exacerbated its effects, including reduced willingness to accept a COVID-19 vaccine. With the recent approval of several COVID-19 vaccines and failure of current strategies to combat misinformation, it is crucial to develop new strategies. A social media marketing approach that builds trust in public health information has shown promise in other areas of healthcare, and could be beneficial to improving vaccine positivity and compliance with public health guidelines.