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Table 3 Quotes illustrating the presence of ideal campaigning types in the submission by the Australian Medical Association [35]

From: Evidence-based campaigning

Category Positive approach Negative approach
Information   
Attitude   
Arguments Arguments for: Herd immunity “provides additional protections in terms of decreasing the prevalence and circulation of disease …” (p. 1) Arguments against: “The Bill does not mandate childhood immunisation.” (p. 3)
Authorities Endorsement: “The Australian Medical Association (AMA) is a strong supporter of routine infant and child immunisation.” (p. 1)  
Incentives Rewards: “Vaccination delivered according to the Immunisation Schedule is free for families.” (p. 3) Penalties: “The AMA supports the removal of [conscientious exemption] as a measure to increase childhood immunisation rates.” (p. 2)