Public Health Social Marketing: The Immunise Australia Program

• Published in: Social marketing quarterly 2002-03, Vol.8 (1), p.55-61
• Main Authors: Carroll, Tom E., Van Veen, Laurie
• Format: Article
• Language: English
• ISSN: 1524-5004; 1539-4093
• DOI: 10.1080/15245000212542

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: ▪ improvements to immunization practice and service delivery; ▪ establishment of a National Centre for Immunisation Research and Surveillance; ▪ negotiation with State and Territory Governments to introduce requirements for immunization prior to commencing school; ▪ financial incentives for doctors and parents/guardians; ▪ a national childhood immunization education campaign; and ▪ 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.