marketing and social marketing frameworks highlight the important and central role of “value” in the context of behavior or behavior change. People are motivated to act whether it is purchasing a product or service, or adopting an advocated behavior, when doing so provides them with, or helpห them achieve, something that they value. As commercial marketers well know, people care most about benefits, and they care most when the information about the key benefits are communicated in a meaningful way (e.g. through stories, with emotion, and with a compelling message). It is important that immunization advocates and programs recognize the power of value demonstrating