CAN A MARKETING CAMPAIGN BE USED TO ACHIEVE PUBLIC-POLICY GOALS

It is the policy of the United States as a whole as well as the indivi dual states themselves that children receive the appropriate immunizat ions at the proper ages. Public health officials in Oklahoma used a ma rketing campaign to increase the likelihood that parents would have th eir children immunized by age two. The Due By Two campaign, spearheade d by the Oklahoma's first lady, Rhonda Walters, was a unique part of a nationwide effort aimed at increasing childhood immunization rates. T he authors examine the results achieved and the cost involved in the O klahoma campaign.