Public Health Social Marketing: The Immunise Australia Program ($)

Table of Contents

Abstract #

This case study applies social marketing theory and practice to increase the levels of full age-appropriate childhood immunization as part of the Immunise Australia Program. It illustrates the critical role played by formative research in both the development of social marketing strategy and in the design and refinement of communication materials. The Immunise Australia Program increased levels of childhood immunization and, consequently, protected Australian children from preventable disease. It 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, case study focuses primarily on the community education components of this program.

Access #

This article was first published in Social Marketing Quarterly in March, 2002: (8:1) pages 55-61. It is available for a fee through SAGE at

Topics #

Immunization, Vaccines and Biologicals

Location #

Australia, Oceania


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