Managing a communication program on immunization [: a decision-making guide]

The campaign relied on the use of the mass media as well as face-to-face communication at the health center between mothers and health workers. In addition, it tested the effectiveness of using a single-minded message to persuade mothers to bring their children to the health centers. Ultimately, the campaign was an experiment in forging partnerships between health care providers and mothers; between the communications team and the health service delivery team; and between the DOH and the private sector. This case study recounts the story of this partnership and details how the communications team developed the campaign, reviewed and utilized research data on the intended audience, and designed and pretested materials. Overall, the campaign was successful, doubling the measles vaccination coverage rates from 23% to 45%. (Author abstract, modified)