Infant immunisation: Do we need a media campaign?

Abstract

RESEARCH BY the Advertising Research Unit at the University of Strathclyde on behalf of the Scottish Health Education Group suggests that mass media campaigns have a valuable role to play in tackling the problem of low infant immunisation levels. However, if the media is to be used effectively, campaigns must be based on consumer perceptions and decision making in this area. This paper discusses how and why perceptions of the appropriate vaccines and diseases are important.