Years ago the opponents of abortion renamed their cause from "anti-abortion" to "pro-life," followed by their adveraries renaming themselves from "pro-abortion" to "pro-choice." This follows a long tradition of factions renaming themselves (q.v. "Bolsheviks" and "mahayana") to claim the moral high ground, and renaming their opponents (q.v. "Mensheviks" and "hinayana") for propaganda reasons.
The contenders in the vaccination debate have the same opportunity but haven't used it much except that one side sometimes calls the other "anti-vaxxers," which sounds vaguely derogatory. It's time for the side that understands science to come up with better and more resonant names for itself and its opposition.
I'd like to suggest referring to the opponents and proponents by simpler names: "pro-measles" and "anti-measles." That gets the message across. One side may end up being nicknamed the "measlies," but I don't know which.