Evaluation research report phase 1
In August 2017, the Department of Health launched the ‘Get the facts about immunisation’ campaign in Australia.
While immunisation rates in Australia are already high, with 93 per cent of five-year-old children fully vaccinated, there are some areas where the immunisation rate is too low. It is these pockets of low coverage which pose risks to the community, especially to people who can’t be vaccinated, like newborns, and those with certain medical conditions.
The campaign aims to reach parents of children aged 0-5 years and expectant parents through the online communication channels they prefer, such as social media.
The first wave of campaign activity launched in August 2017. Evaluation research was undertaken after this wave to assess campaign impact against its awareness, attitudinal and intentional objectives. This research was conducted via:
- Online survey with parents of children aged 0-5 years and pregnant women
- Website exit survey conducted during the campaign period of website visitors
The findings from this evaluation research are outlined in the report below: