Michael Morse reframes some of the more-strident pro-vaccination rhetoric to illustrate how it appears to the other side:

You cringe when you hear one of them speak out, you shut them down, ignore them, and secretly hope they get sick, and with any luck, die. It serves them right. Probably Trump supporters anyway, and we all know those people are racist, homophobic misogynistic fools.

It’s undeniable that such feelings are part of the picture.  The whole public-health campaign (in government, news media, and elsewhere) would be conducted very differently if it had been developed from a mindset of respect for others.