Vaccination is recognized as one of the most effective public health tools. While European confidence remains high (82%–90%), the post-COVID-19 scenario in Italy has introduced complexity. The pandemic exposed regional heterogeneity and a decline in adherence, particularly in Southern Italy, reflecting the complex issue of Vaccine Hesitancy. Understanding the cultural, social, and communication factors influencing this hesitancy is essential for effective vaccination programs.This survey aimed to analyze the attitudes and opinions of the Apulian population regarding vaccine prevention, compliance, adherence, hesitancy, and the perceived quality of the Vaccination Service. We will identify factors that impede or favor adherence, improve the regional healthcare system’s listening capacity, and develop a more dynamic and culturally sensitive communication model for an optimal vaccination program.The survey involved an adult population using an anonymous 17-question questionnaire. The first phase (June–September 2025) was conducted online. A second phase will enhance proximity medicine by setting up stands in supermarkets, churches, and cinemas.Of the 250 completed questionnaires: 94% expressed confidence in vaccines, and 95% view vaccination as an effective tool.93% are aware of the free adult vaccine offer (influenza, pneumococcal, Herpes zoster).The General Practitioner (GP) is the primary information source for 70%.Hesitancy persists: 55% would not take the influenza vaccine, and 33% avoid all vaccines proposed by their GP due to fear of interactions.96.8% consider it essential to combat online misinformation, while 92.4% believe health policy should promote vaccination through media.70.4% believe incentivization and engagement tools, especially through proximity medicine, can boost trust.The results reveal a paradox: high awareness of efficacy (95%) and trust (94%) coexist with specific fears. The GP is a therapeutic pillar (70%), but the digital sphere presents an ambivalent challenge—a source of misinformation yet also a channel citizens want institutions to use more actively.The findings confirm that to ensure complete protection, a simple active offer is insufficient. The key to overcoming hesitancy is proximity medicine and a bidirectional communication strategy based on listening. The Apulian health system's challenge is to combine scientific rigor with dynamic communication to counteract online misinformation and transform hesitancy into conscious adherence.