IS IMMUNISATION COOL?

The ‘Get Immunised’ website promotes a health promotion initiative “reminding New Zealand young people aged 16 and 17 and their parents, caregivers and whanau, to make sure they are up to date with all their immunisations”. www.getimmunised.org.nz

The site is run by the Ministry of Health; The New Zealand Government; The Immunisation Advisory Centre (part of The University of Auckland) and The Health Promotion Agency, a Crown entity.

There are several interesting points about this website but the main feature that caught my eye was a competition to win an iPhone 5c:
getimmunised.org.nz/iphone5c-competition

The page invites young people to: “Be in to win an amazing iPhone 5c. In no time at all you’ll be downloading apps, browsing the net faster and taking awesome photos. You can even pick your own colour – check it out.”

“To enter: Fill in your details and answer these questions correctly to go into the prize draw. Answers are right here on this website – it’s easy. Entries close midnight 27 June 2014.”

How appropriate is it for these agencies to offer something like an iPhone as an incentive to visit the site and presumably learn more about immunisation?

The iPhone prize draw is not an isolated example with a web search revealing a competition in Western Sydney to win a bike if parents brought in their 4 year olds for immunisation. www.wentwest.com/general-practice/clinical-support/immunisation-bike-competition

The Wentwest General Practice also encourages its patients to consider the competition on their Facebook page with the post: "Immunisation has become fun - win a Trek Bike and Nutcase Helmet" !https://www.facebook.com/nutcaseaustralasia/posts/731147380270382?stream_ref=10

Being fully informed is essential to any decision about health or the provision of health care. What role do competitions play in ensuring the patient or their advocate is fully informed and can autonomously choose whether to take up the offer of immunisation?

Is a competition a clever health promotion initiative with the ability to reach wider sections of the population or a controlling and enticing influence with the potential to prevent real free choice about immunisation?

What do you think: Appropriate or not?

Image: learning.bmj.com