Effect of mass communication media on the coverage of a vaccination campaign
Pabón Lasso, H.; de Restrepo, V.; Muñoz, R.
Boletin de la Oficina Sanitaria Panamericana. Pan American Sanitary Bureau 101(1): 39-47
1986
ISSN/ISBN: 0030-0632 PMID: 2942150 Document Number: 282690
From June to August 1984 a three-stage national vaccination campaign was carried out in Colombia. Three vaccines were administered-polio, DPT (diphtheria, pertussis and tetanus) and measles-so as to increase the coverage and reduce morbidity and mortality from these causes among children under five. At the same time, a study was done at a health center in Cali [Colombia] to assess the gains in coverage accomplished by the campaign. The third vaccination day was also used to determine the users' response to the vaccination campaign messages transmitted through the different communication media. Using an adapted cohort technique it was seen that the overall coverages were high (more than 70% of susceptible children up to and including children three years of age) and that the compaign had attained a coverage slightly above 20% with the vaccines mentioned. Moreover, it was found that users received the campaign message in a larger proportion (56.6%) through the mass media than through other means (local and institutional). Of those who took their children to be vaccinated, 42.6% were persuaded to do so by the mass media. These findings bring out the importance of the mass media as a complement to the local and institutional media in attracting people to campaigns of this kind.