Accounting for public perceptions in the development of a childhood immunisation campaign

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Abstract
QUALTITATIVE group discussions were held in July and August 1989 among mothers of children aged 0-5 years to facilitate the development of a mass media public education campaign on immunisation. The relative ranking of childhood diseases in terms of seriousness of associated complications, and of the vaccine in terms of safety were consistent across all groups regardless of overall attitudes to immunisa tion. A number of communication strategies were discussed with the mothers. The strategy highlight ing the potential complications of childhood dis eases presented new information and challenged their current beliefs.
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