Examining the Value for Vaccine Campaign


In today’s modem world, health promotion campaign is one of the most preferable approaches that is associated with global acceptance of need for promoting health and wellbeing of people. Health promotional campaign involved in raising the awareness among people regarding the social as well as environmental interference in their health and the precaution that needed to be taken by people in terms of staying healthy ad fit. This study is going to highlight the overview and context of a health promotion campaign in UK, Value for Vaccine. In addition to this, the study will also make critical analysis of the work process, purpose and beneficial aspects of the campaign with using proper evidences. Finally, the study will make suitable recommendations that the organizers of health promotion campaign can take as well as implement in terms of assisting the campaign to meet its objectives by raising awareness among parent about the importance of vaccines.

Campaign overview:

This study is going to make critical analysis of the campaign, Value of Vaccine. Main purpose of this campaign is to develop awareness among parents about importance of vaccine uptake for their children. The campaign also aims to enhance health literacy among parents in the UK about how crucial are the vaccine for children in terms of improving their immune system. The campaign. Value of Vaccine was first organized as well as conducted by PHE (Public Health England), in association with the NHS (National Health Service) [www.nhs.uk, 2020]. When first organized, the main objectives of this campaign were developed global acceptance of importance of vaccine for the children. In addition to this, PHE aims to enhance the overall understanding and knowledge of parents in England regarding necessities of vaccine uptake for their children (Sánchez-Vizcaíno et al. 2018). Target audience for this campaign is parents in the UK, especially in England. Through selected the parents as target audience, this health promotion campaign is going to enhance the overall understandings as well as concerns inside them regarding necessity of taking vaccine for their children at right time. This campaign intends to provide parents with proper information regarding the name, benefits and time frame of each vaccine, in term of insisting as well as motivating them to make their children ready for vaccine uptake. While discussing overall time-frame for vaccine in the UK, it needs to be stated that there are two categories of vaccine one is given below 1-year children and the other is given to above 1-year children. In case of below 1 year children the vaccine that needed for children are as follows:


Babies under 1 year:

Babies under 1 year

Children within 1-15 years

Children within 1-15 years

Outlining the cost of the campaign:

Outlining the cost of the campaign Outlining the cost of the campaign


In term of organizing as well as conducting the health promotion campaign on vaccine, the organizers have collaborated with NHS, PHE and NICE and CQC (care quality Commission). In addition to this, the organizers of this campaign have tied up with local as well as regional health care authorities, healthcare centers and health professionals in terms of having their advice and support to fulfill the objectives and goals of the campaign. The campaign also allows the general public to join this campaign especially parents in terms of supporting the campaign by providing their acknowledgement and appreciation.


Media plays important roles in organizing this campaign systematically with conveying the actual massage of this campaign to parents, service users, health professional and the general public. In this campaign , organizers have used the social media and entertainment media in term of promoting the aims and objectives of this campaign, in terms of using the social media, the organizers have used the Facebook, twitter, you tube and Google+, which assist the organizer of this campaign to connect to the parents as well as the public, this collecting the value comments and advise through online platform. while using the entertainment media, such as TV and radio, organizers of this campaign are going to telecast the campaign at pre-set time in term of providing the massage of importance vaccine to millions of UK based people as well as the people across the world. On the other hand, the organizes of this campaign has designed the websites fu the campaign by buying its own domain through which it can stay connected with parents, health professionals, national and international health care bodies and investors. Though using online platform, this campaign going to enhance the number of supporters which will strengthen the massage of this campaign in terms of raising the awareness regarding eth vaccines.

Evaluation and monitoring process for the campaign:

In term of evaluating as well as monitoring the working process of the overall campaign it is needed to supervise the campaign is based on proper objectives or not. In addition to this, the organizers of this campaign need to ensure that the campaign is maintaining its transparency and ethics using the resources and fund (Judd et al. 2016). In addition to this, the mangers and the supervisors of this campaign will ensure the all the principles and criteria based on which the campaign is developed are met by the people, who are associated with the campaign. Through annoying the success and the response of parents as well as general public on this campaign, it can be stated that whether the campaign, value for vaccine, can meet its objectives.

Context of the campaign:

The campaign, Value for Vaccine, is organized in the context of enhancing eth health literacy among parents about the importance of vaccine uptake for their children. In the UK, after the year 2013, the overall uptake of vaccine reduces at faster rate (Kaasalainen et al. 2016). This reduction in the vaccine uptake in children proves that, parents are not providing proper importance to vaccination for their children due to their ignorance about health benefits of vaccines as well as harmful effects on children’s health if vaccines are not taken. In this context the PHE had first developed as well as organized the campaign, value of vaccine, in terms of raising health awareness among parents regarding the importance as well as necessity of vaccine for their children. As mentioned by Alves (2019), In the UK there are many children who are affected by the viruses such as Human papilloma virus and pneumococcus virus, that have deadly impact on health and wellbeing of children. In this context, the health promotional campaign for raising awareness among parents regarding the importance of vaccine will improve the reduce the number of children affected by these viruses. On the contrary Barbara et al. (2017) argued that, although this health promotional campaign is able to target the parents in terms of enhancing their heath-literacy regarding the importance of vaccines and time-framework of each vaccine for their children, it can be unable to develop proper awareness in eth rural and interior region in the England and wales in which there is poor network coverage. Therefore, it is important for organizers of this campaign to connect with rural people through entrainment media such as TV and Radio to provide information regarding eth booster dose, time frame and health benefit of different vaccine for their children. As mentioned by Chau et al. (2018), the health promotional campaign on vaccine uptake sometimes deals with several issues and barriers such as cultural, social and economic barriers. Here health promotional campaign can face the shortage of fund as the governmental support and financial support that are gained through the national and local healthcare bodies can not be sufficient for covering entire UK based people. In addition to this, there are backdated traditions and customers in the communities which can restrict the parent to go with the health promotional massage regarding the value of vaccine through the health promotion campaign. As a result, parents residing in economically lower as well as social backdates community cannot take the advises of the health promotion campaign in positive way which poses adverse impact on the physical and biological system of children.

The campaign is stem from the social and health care context of the England as well as in the UK, in which majority of the parents neglect the importance of vaccination for their children (Kim, 2016). During the late 2013, the biggest health problem in the UK has raised is the poor response of parents regarding the vaccination for their children, which makes the children prevalent to many deadly illnesses, such as pneumonia. In terms of enhancing vaccine uptake by children, the PHE has conducted health promotional campaign called, Value of Vaccine, that was associated with improving the overall understating as well as knowledge of staffs in the PHE regarding the importance as well as benefits of vaccine for their children. Here the health promotion, campaign based on improving the health literacy of parents regarding the vaccination process and importance of vaccine for their children, comply with all the health care legislation in the UK [www.nhs.uk, 2020]. The organizers of this health promotional campaign work under the Health and social care Act 2012, under which the campaign assures that the parents would be properly informed regarding healthcare benefits of each vaccine for their children. In addition to this, the campaign also that thus campaign will comply with all the political principles and criteria in term of assisting government to improve the understanding as well as knowledge of parent regarding importance of vaccine uptake for their children. On the contrary Chung (2017) argued that, comply with the healthcare acts and policies is not enough for conducting successful health promotional campaign, rather the organizers of the campaign need to implement the policies in their work process in such a manner that will assist them to abide by all ethical and moral principles associated with the legislation. In this context, it can be stated that, there may be some gaps between recent health care policies and the agendas of this campaign, in which the campaign may not be able to meet all the political as well as legislative principles of health promotion through their work strategy. For example, in the health care policies of UK government has stated that, vaccine related health promotional campaign needs to connect with all the parents having below 15 years children, in terms of proving the comprehensive information regarding names, health benefits and the time-frame of each vaccine. In this context, it can be stated that that campaign, value for vaccine, is unable to cover all parents especially who resides in interior and rural areas, due to poor network connection and insufficient fund. In this context Gabarron and Wynn (2016) argued that, connecting to all target audience is not the only solution to run a successful campaign, rather the campaign needs to consider the overall social and political aspects in country in which the campaign is conducted. In this context, the campaign, value for vaccine cannot consider the political principles and social tradition as well as customers in community as they can make barriers for the campaign to meet its objectives [www.nhs.uk, 2020]. For example, while considering the political benefits the campaign needs to focus on conducting the entre campaign at minimum fund that will assist the UK government to save the fund. However, here the health promotional campaign cannot use minimum fund as it has to conduct many strategies and implement them accordingly which needs sufficient fund. as mentioned by Gorm and Shklovski (2016), it can be stated that that sometimes it is difficult to for the organizers of health promotion campaign to abide by all policies and guidelines set by the government, as it interferes with the working process and strategies of the campaign. in this campaign, value for vaccine, if organizers need to go with the political agendas for health promotion regarding improvement of vaccine uptake in children, they need to share their decision-making strategy, working process and monitoring process with UK government that can interfere with the integrity as well as dignity of the staffs working under this campaign.

While discussing context of this campaign, there are one of the most relevant theory the Health Promotion theory, that can be used in terms of analyzing that how much the campaign is able to implement the principles of the HP theory. While comparing with the HP theory of Ponder it is seen that the campaign is able to promote positive behavior as well as positive perception of parents regarding vaccine uptake for their children. In addition to this, the campaign aims to not only improving the overall knowledge and perception of parents about vaccination of their children, rather the campaign is associated with improving their concept regarding eth factors that are associated with health such as environment, social aspects, behavioural aspects, nursing framework and individual control over own health. Therefore, it can be stated that, the campaign although is unable to cover all the target population (parents) to improve their knowledge regarding vaccination uptake of their children, it is able to implement the overall, theoretical concept of the HP model in its entire work process.

Evaluating the campaign

The campaign will assist parents to understand the importance of vaccine uptake for their children in terms of enhancing their immune system. The campaign is conducted to raise concern as well as awareness of parents regarding vaccine uptake for the children in right time. As mentioned by Gabarron and Wynn (2016), many times campaign on vaccine uptake is unable to raise awareness among parents residing in rural as well as interior areas due to the limited access of database on vaccination of children in these areas. In this context, the health promotional campaign needs to focus on connecting to local healthcare authorities in eth rural and interior areas, in terms of communicating with the communities residing there. Another strength of this campaign is it will provide information to parents regarding the names, importance and time-frame of each vaccine for their children. As mentioned by Pitt and Harriague, (2018) through the health promotion campaign the target audience is able to get proper information regarding the healthcare aspects that will their health and wellbeing. In this context, parents will understand the harmful impact the not taking vaccine timely on their children’ health. On the contrary Greer (2017) argued that, although health promotional campaign such as vaccine-related campaign aims to improve the level of health literacy regarding vaccination of children in the society there is huge gap between the developed objectives and achievement of the aims and target of the campaign in the practical field. the campaign, Value for vaccine has although face several barriers such as social, political and economic barriers, it is able to connect with millions of parents residing in the UK to convey massage of vaccine uptake for making their children’s; life safe and healthy. Kin addition to this, this campaign not only assist parents to get proper information regarding each vaccine for their children, but also allow the parent to join this campaign in terms of inspiring other parents as well as entire community to become concerned and serious about vaccine uptake for their children.

While discussing the weakness of the campaign it needs to be stated that, the campaign is unable to involve thehe respondents in the campaign due to insufficiency of fund and limited time. On the contrary Hickey et al. (2018) argued that, although time and fund limitation pose adverse impact on meeting objectives of campaign. There is also the factor such as social, political and demography factors that are associated with success of a health promotion campaign. This health promotion campaign for vaccine uptake for children although have assured that it will comply with all health and social care legislation in n the UK, in practical field., it is unable to implement all the policies in systematic manner in its work process as the implementation of all polices will interfere with the working process as well as aim-setting of this campaign. In this context, the campaign needs to make direct communication with governmental healthcare bodies such as NHS, CQC and NICE, in terms of discussing the issues related to the success for this campaign. In addition to this, the campaign n cannot cover the parents residing in rural and interior areas in England and Wales due to insufficiency of fund and poor network access in these areas. As stated by Jansen (2017), in terms of conducting the successful health promotion, it is important for organizers of the campaign to cover entire target audience who are aimed to be communicated for campaign. Finally, the campaign although has used online as well as offline process to convey their massages to the parents, it cannot motivate all of them to implement the strategies and objectives set in the campaign regarding the vaccine uptake for the children due to the poor connections as well as lack of communication with them.

Recommendation and conclusion:

For grabbing high success by this campaign following strategies are recommended to the organizers that are as follows

Proper connection needs to be maintained with government in terms of grabbing political, social and economic support from UK government that will assist the campaign to cover more people in it and make the overall work process more systematic than earlier (Unterseher, 2019).

The UK government needs to provide sufficient economic support to campaign, in terms of assisting the organizers to improve the overall connection with parents residing in rural and interior areas for enhancing their knowledge regarding the vaccine uptake of children.

The organizers of this health promotion campaign should follow all te guidelines of PHE and NICE regarding children vaccination, such as providing all possible information to parents of children regarding the vaccine uptake, checking health of the children before the each vaccination and comply with the legislation and principles that are set by DOH regarding vaccination of children (Kampmann et al. 2018).

Under Care act 1986 and Health Act 2006, organizers of the campaign, Value for Vaccine, should eliminate any types of discrimination racism and bias to maintain the transparent system for information delivery to parents regarding vaccination and conducting health education for parents regarding the importance of vaccination in children and the times frame for each vaccine (www.nhs.uk, 2020).

Organizer need to conduct research on several vaccine-related campaign arranged7 in defended counties of the world, which will assist them to take more relevant and appropriate strategies as well as principles of the campaign.

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From the overall discussion can be concluded that, health promotional campaigns are associated with raising awareness and concern among people reading the health and wellbeing. Though the campaign, Value for Vaccine, the organizers want to enhance vaccine uptake of children by enhancing the knowledge of the parents regarding the benefit and time frame of each vaccine. In addition to this, the campaign has enhanced the overall health literacy of parents in the UK regarding the types of vaccine that need to be uptake by children in different age.

Reference list:

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