Childhood Diseases Immunisation: Protecting More Children from Childhood Diseases
A need to increase vaccination levels of young children to protect against serious childhood diseases and to meet the WHO 1990 target of 90% promoted the campaign. Targeted mothers with young children mainly but also health professionals and other family members Wanted to provoke the 'uncertain' and the 'rejector' groups. Use TV mainly at 'coffee break' time as well as mother & baby magazines. Key motivator was the seriousness of the outcome of catching the diseases. Results a growth in awareness and an in increase in vaccine uptake levels. Payback calculated on potential cost to society of hospitalization or death of child. Conservative estimate seen to be £4.5m set against the £2.4m spent on campaign. 95% target achieved nationally.