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dc.contributor.authorVan Buynder, Paul G
dc.contributor.authorCarcione, Dale
dc.contributor.authorRettura, Vince
dc.contributor.authorDaly, Alison
dc.contributor.authorWoods, Emily
dc.date.accessioned2018-12-03T03:23:32Z
dc.date.available2018-12-03T03:23:32Z
dc.date.issued2011
dc.identifier.issn1750-2640
dc.identifier.doi10.1111/j.1750-2659.2010.00167.x
dc.identifier.urihttp://hdl.handle.net/10072/173525
dc.description.abstractObjectives: After a cluster of rapidly fulminant influenza related toddler deaths in a Western Australian metropolis, children aged six to 59 months were offered influenza vaccination in subsequent winters. Some parental resistance was expected and previous poor uptake of paediatric influenza vaccination overseas was noted. A marketing campaign addressing barriers to immunization was developed to maximise uptake. Design: Advertising occurred in major statewide newspapers, via public poster displays and static ‘eye‐lite’ displays, via press releases, via a series of rolling radio advertisements, via direct marketing to child care centres, and via a linked series of web‐sites. Parents were subsequently surveyed to assess reasons for vaccination. Main Outcome Results: The campaign produced influenza vaccination coverage above that previously described elsewhere and led to a proportionate reduction in influenza notifications in this age group compared to previous seasons. Conclusions: Influenza in children comes with significant morbidity and some mortality. Paediatric influenza vaccination is safe, well tolerated and effective if two doses are given. A targeted media campaign can increase vaccine uptake if it reinforces the seriousness of influenza and addresses community ‘myths’ about influenza and influenza vaccine. The lessons learned enabling enhancements of similar programs elsewhere.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherWiley-Blackwell Publishing
dc.relation.ispartofpagefrom33
dc.relation.ispartofpageto38
dc.relation.ispartofissue1
dc.relation.ispartofjournalInfluenza and Other Respiratory Viruses
dc.relation.ispartofvolume5
dc.subject.fieldofresearchEpidemiology
dc.subject.fieldofresearchClinical Sciences
dc.subject.fieldofresearchPublic Health and Health Services
dc.subject.fieldofresearchcode111706
dc.subject.fieldofresearchcode1103
dc.subject.fieldofresearchcode1117
dc.titleMarketing paediatric influenza vaccination: results of a major metropolitan trial
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.hasfulltextNo Full Text
gro.griffith.authorVan Buynder, Paul G.


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