i choose

This initiative relies on an interactive website to share information about immunisation and to provide people with an opportunity to share their stories about the decision they have made. While the campaign website is definitely pro-vaccination, the endorsement comes from community members themselves, who can upload their picture and statement explaining why they choose immunisation. The i choose gallery features pictures of people from around the state (and other states) who have taken a stand on the importance of immunisations. Thus, the campaign promotes immunisation through the participation of immunisation champions and advocates in local communities. Personal video testimonies of people who have been affected by vaccine-preventable diseases (VPDs) are also included.

The site invites community member participation: "If you have already made the decision to immunize, you can become a part of the i choose movement today...". One avenue provided here for those seeking to develop and promote i choose in their community involves a suite of posters available for download, as well as a poster template that is customisable for any age group, ethnicity, or population and audience, including healthcare settings.

That said, the campaign is also designed to include those who have questions about vaccines or who are not planning to immunise. Various sections of the site are designed to provide reputable vaccine information (and/or links to external sources), address common vaccine concerns, and work to reduce false vaccine publicity. Informational pages focus on vaccine safety, the vaccine schedule, VPDs, recent VPD outbreaks in California, and general vaccine information. One page outlines things to keep in mind if you are considering not vaccinating your child or yourself. Also, the "Wading through the Confusion" webcast includes a frank discussion about parents' questions and fears about vaccines, and features a panel of medical, scientific, public health, and communications professionals. The panel also includes parents whose lives have been touched by VPD or by autism, as well as a parent seeking reliable information to help keep her children safe and healthy.

The campaign site is also meant to support the campaign by serving as a tool for networking. A parent resource list is provided, as is an interactive blog designed to be a forum for parents and health advocates who are seeking or providing reliable information to support immunisation.

Immunisation and Vaccines.