During the vaccination campaign against invasive meningococcal B infections held in the Beaujolais region in 2016, the Regional Health Agency commissioned a psychosocial study to better understand the barriers and drivers of vaccination. A three-pronged methodology was implemented: a questionnaire survey of parents, an interview study with involved professionals, and an analysis of communication tools in light of the theoretical framework and the study’s results. The perception of the risk of infection and the perceived effectiveness of the Bexsero® vaccine were decisive factors in the decision to vaccinate. Communications regarding the campaign would have benefited from being better targeted toward these elements. Furthermore, providing information to healthcare professionals earlier in the process and offering more regular feedback on the campaign could have facilitated a more effective role for professionals as intermediaries.