Article de revue
I Immunise: An evaluation of a values-based campaign to change attitudes and beliefs
This paper presents results of a study determining the efficacy of a values based approach to changing vaccination attitudes. It reports an evaluation survey of the “I Immunise” campaign, conducted in Fremantle, Western Australia, in 2014. “I Immunise” explicitly engaged with values and identity; formulated by locals in a community known for its alternative lifestyles and lower-than-national vaccine coverage rates. Data was collected from 304 online respondents. The campaign polarised attitudes towards vaccination and led some to feel more negatively. However, it had an overall positive response with 77% of participants. Despite the campaign only resonating positively with a third of parents who had refused or doubted vaccines, it demonstrates an important in-road into this hard-to-reach group.
Auteurs
Langues
- Anglais
Année de publication
2015
Journal
Vaccine
Volume
46
Type
Article de revue
Catégories
- Prestation de services
Pays
- Australie
Mots-clés
- Campaign
- Communications
- Vaccine hesitancy
Régions de l'OMS
- Région du Pacifique occidental