In 2015, market research and immunisation rates across Brisbane North PHN's catchment were showing the anti-vax movement was taking hold.

While parents from lower socio-economic backgrounds were responding to the Australian Government’s ‘no jab, no pay’ rules, those not using daycare—including many from among the wealthier suburbs—were holding their ground.

We determined from research that parents would respond to their GP’s opinion, and developed a behaviour change campaign to encourage conversations between parents and medical professionals around immunisation and overcome objections to it.

We harnessed the GP/medical voice and added extra credibility by finding medical professionals who were also parents.

Under the heading of Medical Mums, we found two GPs and one Indigenous health nurse to become the faces and voice of the campaign. Each discussed hot topics as well as the benefits of immunisation, drawing on their own beliefs and practices as parents as well as their medical training.

We launched the campaign in Immunisation Week in 2016, and have revised it for relaunch every year since. Results showed immunisation levels increased after the campaign each year, and our has client received extensive positive feedback—including from the Queensland Minister for Health.