[Improving vaccination social marketing by monitoring the web]

Immunisation is one of the most important and cost- effective interventions in Public Health because of their significant positive impact on population health.However, since Jenner's discovery there always been a lively debate between supporters and opponents of vaccination; Today the antivaccination movement spreads its message mostly on the web, disseminating inaccurate data through blogs and forums, increasing vaccine rejection.In this context, the Società Italiana di Igiene (SItI) created a web project in order to fight the misinformation on the web regarding vaccinations, through a series of information tools, including scientific articles, educational information, video and multimedia presentations The web portal (http://www.vaccinarsi.org) was published in May 2013 and now is already available over one hundred web pages related to vaccinations Recently a Forum, a periodic newsletter and a Twitter page have been created. There has been an average of 10,000 hits per month. Currently our users are mostly healthcare professionals. The visibility of the site is very good and it currently ranks first in the Google's search engine, taping the word "vaccinarsi" The results of the first four months of activity are extremely encouraging and show the importance of this project; furthermore the application for quality certification by independent international Organizations has been submitted.