title: Evaluation of a social marketing campaign to increase awareness of immunizations for urban low-income children.
abstract: OBJECTIVE
  To assess community awareness of childhood immunizations and intent to immunize children after a social marketing immunization campaign.
  
  
  METHODS
  We used 2 interviewer-assisted street-intercept surveys to evaluate awareness of childhood immunizations and intent to immunize low-income children. The "Take Control! Immunize" social marketing campaign was developed using a community-based participatory research approach and used billboards, flyers, and various "walking billboard" (eg, backpacks, pens) to deliver immunization messages in the community settings.
  
  
  RESULTS
  Over 85% of community members recalled the "Take Control! Immunize" message. Almost half of those who saw the immunization message indicated that the message motivated them to act, including getting their children immunized or calling their physician to inquire about their children's immunizations status. All respondents indicated that immunizations were important for children and that they were likely or very likely to immunize their children. Respondents who reported that "Take Control!" messages motivated them to act in the first intercept survey were significantly more likely than those in the second intercept to report being likely or very likely to immunize their children.
  
  
  CONCLUSIONS
  Culturally appropriate social marketing immunization messages in targeted urban settings can increase parental awareness and behavioral intention to immunize children.
authors.forename: Emmanuel M
authors.initials: EM
authors.lastname: Ngui
authors.forename: Chelsea
authors.initials: C
authors.lastname: Hamilton
authors.forename: Melodee
authors.initials: M
authors.lastname: Nugent
authors.forename: Pippa
authors.initials: P
authors.lastname: Simpson
authors.forename: Earnestine
authors.initials: E
authors.lastname: Willis
mesh_terms: D001364:Awareness; D002648:Child; D002675:Child, Preschool; D005260:Female; D006801:Humans; D017589:Immunization Programs; D007223:Infant; D007231:Infant, Newborn; D008297:Male; D010290:Parents / Q000523:psychology*; D011203:Poverty; D016730:Program Development; D015397:Program Evaluation; D040241:Social Marketing; D011795:Surveys and Questionnaires; D014505:Urban Population; D014922:Wisconsin
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