title: I Immunise: An evaluation of a values-based campaign to change attitudes and beliefs.
abstract: 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.
authors.affiliation: Immunisation Alliance of Western Australia, Cockburn GP SuperClinic, Success, Western Australia 6164, Australia; Murdoch University, South Street, Murdoch, Western Australia 6150, Australia. Electronic address: k.attwell@murdoch.edu.au.
authors.forename: Katie
authors.initials: K
authors.lastname: Attwell
authors.affiliation: Immunisation Alliance of Western Australia, Cockburn GP SuperClinic, Success, Western Australia 6164, Australia; Murdoch University, South Street, Murdoch, Western Australia 6150, Australia.
authors.forename: Melanie
authors.initials: M
authors.lastname: Freeman
mesh_terms: D000293:Adolescent; D000328:Adult; D000368:Aged; D001521:Behavior Therapy / Q000379:methods*; D005260:Female; D006266:Health Education / Q000379:methods*; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D007114:Immunization / Q000523:psychology*; D008297:Male; D008875:Middle Aged; D014904:Western Australia; D055815:Young Adult
keywords: Behaviour change; Campaign; Community; Immunisation; Vaccination; Vaccine hesitancy