This study examines the kind of imagery that Anti-vaccination movements post on Pinterest, an emergent social network specialized in image sharing and very popular among women. There is almost no data available that tells us which type of images is most effective at reaching people, or how activists choose the images to increase public risk perception about vaccines, and to persuade the public not vaccinate themselves and/or their children. To discover which images could create an emotional connection to the issue, I carried out a qualitative analysis on Pinterest to explore the recurring characteristics of the most shared anti-vaccine pictures. I classified three main categories of images: graphs, drawings and photos, and I further split in subcategories having common characteristics (e.g., children and/or syringes). I also explored the context, composition, recurrence of stereotypes, and emotional content of these pictures, in order to identify their repeated features. Photos connect viewers to the vaccine issue, while charts and graphs help people to understand complex concepts about vaccination, thus I measured the proportion between the two categories.