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 individual states themselves that children receive the appropriate immunizations at the proper ages. Public health officials in Oklahoma used a marketing campaign to increase the likelihood that parents would have their children immunized by age two. The Due By Two campaign, spearheaded by the Oklahoma's first lady, Rhonda Walters, was a unique part of a nationwide effort aimed at increasing childhood immunization rates. The authors examine the results achieved and the cost involved in the Oklahoma campaign.