VALUE FOR VACCINE

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VALUE FOR VACCINE
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Overview of the campaign
The value for vaccine campaign was launched by the Public
Health England. The main objective of the campaign was to
maintain high parental confidence in vaccines by ensuring
that positive attitude towards vaccination was maintained
and ensuring that all messages related to vaccination was
easily available and accessible. The main intention was to
educate parents about the positive impact of vaccines and
influence awareness related to HPV related.
Thus, in response to the decrease in vaccine uptake, NHS
England and PHE initiated the value for vaccine campaigns
to remove inaccurate online content about vaccines and
eliminate all those situations that lead to anti-vaccine
group’s activity. In addition to the change in online content,
the campaign target educating people particularly parents
on the importance of getting vaccinated.
Problems addressed by the
campaign
The main issue or problem that triggered
development of the campaign included the decrease
in vaccine uptake and the negative attitude towards
vaccine among parents. This is a major problem
evidenced by the review of several problems related
to vaccination uptake. For example,
McKee and Bohannon (2016) revealed vaccine
hesitancy as a critical issue and the main reason for
parents to refuse vaccines include religious reasons,
personal beliefs, safety concerns and desire for more
information. Thus, to aid parents in making
responsible immunization decisions, such form of
campaign was needed to equip parents with
necessary information.
The statistics by Public Health England (2017) for the
year 2016-2017 revealed small decrease in routine
vaccinations at 1 and 2 years and this was due to low
coverage of Measles Mumps and Rubella (MMR)
vaccines.
Rationale for the campaign
Statistics related to the
campaign
The data by PHE revealed that there is a decrease in
vaccine uptake since 2012-2013 thus indicating that
many children are vulnerable to fatal infections
because of low vaccine coverage (Public Health
England 2017).
Vaccine complacency was identified as a serious risk
by the UK government and they predicted that this
could lead to the return of the measles disease which
has lead to 1,10, 000 deaths globally in 2017 among
children aged five years. Hence, the campaign was an
effort towards promoting health security for future by
increasing parent’s attitude towards vaccination.
Choi et al. (2017) gave the evidence regarding the
power of educational interventions on parent’s
decisions to vaccinate their child. Before the
educational intervention, parent’s did not accepted
vaccinating their children. However, the agreement
scores for vaccines changed after the intervention.
Ethical issues about the
campaignAccording to the WHO recommendation, ethical principles related to
beneficence and autonomy should be maintained throughout the
campaign. The act of beneficence is seen as through the campaign,
Public Health England was paying efforts to make vaccines
available and extend proper information so that vaccine coverage
rate increase. The campaign aimed to make vaccine related
information easily available to the public and during this process, it
is necessary to maintain distributive justice. This means ensuring
fair allocation of resources and this was maintained throughout the
campaign. However, one ethical aspect s specifically support by the
campaign was that it followed utilitarian rule instead of egalitarian
rule by enforcing all parents to immunize their children. The
utilitarianism strategy involves looking at the rightness of an act by
a different method instead of looking at the consequences of the
action (Moodley et al. 2013). Hence, in the campaign, targeting
parental confidence related to vaccine use was a strategy that
could indirectly lead to increase in vaccination uptake and reduction
of disease outbreak rate in children.
Strength and weakness of the campaign
The Value of Vaccine campaign was implemented in 2017 and the
success of the campaign in achieving its objectives is understood
from increase in influenza vaccination coverage from 43.3% in
2017-2018 to 43.8% in 2018-2019. This is demonstrated in figure
below (PHE, 2017). However, this rate of coverage is still below the
accepted standards. The strength of the campaign is it focused on
targeting parents as they are the one who can have a significant
impact on the vaccination uptake rate. The action was in
accordance with the Ottawa charter as health equity was achieved.
However, the weakness of the campaign was that it did not used
community based principle to ensure that cultural values of people
were respected while educating the public (Massé and Désy 2014).
REFERENCES:
This campaign is being evaluated considering the adverse impact of
vaccine hesitance on health of children and the increase in poor
myths related to vaccines. Vaccine hesitancy is defined as the delay
in acceptance of vaccines despite availability of vaccination
services because personal and other concerns about vaccines.
Vaccine hesitancy is a serious problem that can increase the
outbreak of vaccine preventable disease (Dasgupta et al. 2018).
There are various research literatures that reveals poor intention of
parents to vaccinate their children because of personal and cultural
beliefs and attitudes. A research regarding attitude towards
vaccination among parents in Croatia revealed that there is a need
for educational intervention and communication strategies related
to vaccination uptake as 38% of the parents feared that vaccines
are harmful for their children. Hence, evaluation the ‘value for
vaccine’ campaign was important to understand how far such
campaigns can do to minimize myths about vaccine and increase
acceptance of vaccination among parents. The Value of Vaccine
campaign advocated for this problem by implementing several
communication strategies such as Implementing resources and
information to maintain positive voice related to vaccines.
The data by PHE revealed that there is a decrease in vaccine uptake
since 2012-2013 thus indicating that many children are vulnerable to
fatal infections because of low vaccine coverage (Public Health
England 2017).
Vaccine complacency was identified as a serious risk by the UK
government and they predicted that this could lead to the return of
the measles disease which has lead to 1,10, 000 deaths globally in
2017 among children aged five years. Hence, the campaign was an
effort towards promoting health security for future by increasing
parent’s attitude towards vaccination.
Choi et al. (2017) gave the evidence regarding the power of
educational interventions on parent’s decisions to vaccinate their
child. Before the educational intervention, parent’s did not accepted
vaccinating their children. However, the agreement scores for
vaccines changed after the intervention.
The healthy behavior model is one of the theory linked to the model as
it defines the key factors linked to a health behavior and conveying
the consequences to the target audience so that desired health
behavior could be achieved. Hence, in case of the Value of Vaccine
campaign, educational campaigns and communication with parents
will help to address false perception of vaccine. Introduce parents to
proper educational information will increase their understanding
about the benefits of vaccine (Skinner, Tiro& Champion, 2015).
Choi, A., Kim, D.H., Kim, Y.K., Eun, B.W. and Jo, D.S., 2017. The impact of an educational
intervention on parents' decisions to vaccinate their< 60-month-old children against
influenza.
Korean journal of pediatrics,
60(8), p.254.
Dasgupta, P., Bhattacherjee, S., Mukherjee, A., and Dasgupta, S. 2018. Vaccine hesitancy for
childhood vaccinations in slum areas of Siliguri, India.
Indian journal of public health,
62(4),
253.
Massé, R. and Désy, M., 2014. Lay people's interpretation of ethical values related to mass
vaccination; the case of A (H1N1) vaccination campaign in the province of Q uebec (F rench C
anada).
Health Expectations,
17(6), pp.876-887.
McKee, C., and Bohannon, K. 2016. Exploring the reasons behind parental refusal of
vaccines.
The Journal of Pediatric Pharmacology and Therapeutics,
21(2), 104-109.
Moodley, K., Hardie, K., Selgelid, M.J., Waldman, R.J., Strebel, P., Rees, H. and Durrheim, D.N.,
2013. Ethical considerations for vaccination programmes in acute humanitarian
emergencies.
Bulletin of the World Health Organization,
91, pp.290-297.
Public Health England 2017
. Childhood Vaccination Coverage Statistics, England, 2016-17.
Retrieved from: https://
digital.nhs.uk/data-and-information/publications/statistical/nhs-immunisation-statistics/childhoo
d-vaccination-coverage-statistics-england-2016-17
Skinner, C. S., Tiro, J., & Champion, V. L. (2015). Background on the health belief model.
Health
behavior: Theory, research, and practice,
75.
Theory linked to the campaign