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Abstract

The case study presented here represents the application of social marketing theory and practice to increase the levels of full age-appropriate childhood immunization as part of the Immunise Australia Program. In 1995, an Australian Bureau of Statistics survey found that only 33% of Australian children up to 6 years of age were fully immunized according to the schedule being recommended at the time, and 52% were assessed as being fully immunized according to the previous schedule (ABS, 1996). In response to this situation, the Australian Government formulated the Immunise Australia Program. This program comprised a number of initiatives, including:

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improvements to immunization practice and service delivery;

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establishment of a National Centre for Immunisation Research and Surveillance;

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negotiation with State and Territory Governments to introduce requirements for immunization prior to commencing school;

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financial incentives for doctors and parents/guardians;

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a national childhood immunization education campaign; and

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a specific Measles Control Campaign.

While recognizing the key role played by structural and policy reform within the formulation and implementation of a social marketing strategy, this article focuses primarily on the community education components of this program.

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Public Health Social Marketing: The Immunise Australia Program

Abstract

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