the online media platform New Frame published a satirical cartoon by the South African illustrator Carlos Amato. The cartoon depicts several rows of gravestones, each etched with a trope from vaccine-hesitant discourses: 'My body my choice', 'I trust my own immune system', 'Who stands to gain?', 'They developed it too fast', 'Free thinker', 'Did my own research' (Amato, 2021). Whether through circulation of Amato's cartoon or a like-minded perspective on the situation, photographs of homemade Halloween decorations with identical imagery were widely shared on social media later that year (Kronbauer, 2021). This trope -in which the poor judgement of the unvaccinated coronavirus (COVID-19) dead stands as their epitaph -crystallised a nexus of social and political shaming around vaccine hesitancy or refusal in countries with mass vaccination programmes. Frequently, shame has been directed at individuals posthumously; for example, in the online sharing of obituaries for notable or vocal anti-vaxxers (Levin, 2021). While some of the most visible instances of 'death shaming' have been decried, they nonetheless remain as extreme iterationsand a logical product -of a more pervasive culture of shame over vaccination, or lack of it. Rather than paying close attention to the contexts (including a trusting and shame-less engagement with public health messaging and communication) which enable different publics to make informed decisions about vaccination, the 'unvaccinated' have increasingly taken on the characteristics of a shamed population, culpable for the spread of the virus, for other adverse health outcomes produced by a health system under strain, for the threat of future public health restrictions to everyday life, and for their own suffering and death.