Pérez-Cuevas R, Reyes H, Pego U, Tomé P, Ceja K, Flores S, Gutiérrez G
Unidad de Investigación Epidemiológica y en Servicios de Salud, Centro Médico Nacional Siglo XXI, Instituto Mexicano del Seguro Social, Doctores Mexico DF, Mexico.
Soc Sci Med. 1999 Oct;49(7):921-32. doi: 10.1016/s0277-9536(99)00178-1.
Mass media communication is an important strategy for increasing parental uptake and to promote community participation when large-scale immunization activities are carried out. In Mexico, the National Vaccination Council (CONAVA) launches three immunization campaigns every year accompanied by three vaccination promotion campaigns. This study was conducted to assess whether communication activities to promote CONAVA's Second National Health Week (SNHW) were effective in providing information to mothers about the importance of immunizing their children under five years of age and in prompting them to seek immunization services. A probability sample of mothers living in the metropolitan area of Mexico City and having at least one child under five years old was selected for the study. Four outcome variables were defined as measuring the impact of the campaign: (1) mothers' knowledge about the SNHW; (2) mothers' comprehension indicating how well they understood the campaign messages (aware, partly aware and unaware); (3) mothers' motivation, i.e. whether or not they sought out immunizations for their children under the age of five and (4) mothers' opinion of how well they liked the messages. A total of 935 mothers were interviewed; 88.2% knew about the SNHW, 64.3% were aware that the campaign aimed to provide immunizations, and most held a favorable opinion about the messages. Among aware mothers, 87.5% of their children received immunizations. In this group 72.1% were prompted by the information in the campaign to seek immunizations for their children while 27.9% had to be personally invited to participate in the campaign. The latter occurred either when health workers or volunteers visited mothers in their homes or by soliciting mothers' participation as they visited or passed by immunization health posts. In the unaware mothers group, 72.7% of their children received immunizations; 62.5% of the mothers took their children because of information they received through the campaign while 37.5% had to be personally invited to immunize their children. Mothers with better socioeconomic status were more aware of the campaign, but a high percentage of them did not seek immunizations, while mothers with middle and lower socioeconomic status were motivated to immunize their children through the campaign. Promotion activities and messages communicated through the mass media were appropriate to inform and motivate mothers to seek immunization services for their children.
在开展大规模免疫活动时，大众媒体传播是提高家长参与度和促进社区参与的一项重要策略。在墨西哥，国家疫苗接种委员会（CONAVA）每年开展三次免疫活动，并同时开展三次疫苗接种推广活动。本研究旨在评估为促进CONAVA的第二个全国健康周（SNHW）而开展的传播活动，在向母亲们提供关于为五岁以下儿童接种疫苗的重要性的信息以及促使她们寻求免疫服务方面是否有效。研究选取了居住在墨西哥城大都市区且至少有一个五岁以下儿童的母亲作为概率样本。定义了四个结果变量来衡量活动的影响：（1）母亲们对全国健康周的了解；（2）母亲们的理解程度，表明她们对活动信息的理解程度（知晓、部分知晓和不知晓）；（3）母亲们的积极性，即她们是否为五岁以下的孩子寻求免疫接种；（4）母亲们对活动信息的喜爱程度。总共采访了935名母亲；88.2%的母亲知道全国健康周，64.3%的母亲意识到活动旨在提供免疫接种，并且大多数人对活动信息持赞成意见。在知晓的母亲中，87.5%的孩子接受了免疫接种。在这一组中，72.1%的母亲受活动信息的促使为孩子寻求免疫接种，而27.9%的母亲是被亲自邀请参加活动的。后者发生在卫生工作者或志愿者到母亲家中探访时，或者在她们前往或路过免疫卫生站时邀请她们参与活动。在不知晓的母亲组中，72.7%的孩子接受了免疫接种；62.5%的母亲因为通过活动收到的信息而带孩子接种疫苗，而37.5%的母亲是被亲自邀请为孩子接种疫苗的。社会经济地位较高的母亲对活动的知晓度更高，但其中很大一部分人没有寻求免疫接种，而社会经济地位中等和较低的母亲则受活动的激励为孩子接种疫苗。通过大众媒体传播的推广活动和信息适合于告知和激励母亲们为孩子寻求免疫服务。
