BCG vaccine and one disaster, in particular, did much to harm public acceptance of the vaccine. In the summer of 1930 in Lübeck, 240 infants were vaccinated in the first 10 days of life; almost all developed tuberculosis and 72 infants died. It was subsequently discovered that the BCG administered there had been contaminated with a virulent strain that was being stored in the same incubator, which led to legal action against the manufacturers of the vaccine. Dr. R.G. Ferguson, working at the Fort Qu'Appelle Sanatorium in Saskatchewan, was among the pioneers in developing the practice of vaccination against tuberculosis. In 1928,
Inoculation theory to initially describe his theory. Unsurprisingly, inoculation strategies can be most effective when combined with health issues. Inoculation theory research, as applied to advertising and marketing, are primarily focused on promoting healthy lifestyles with the help of a product or for a specific company's goal. Shortly after McGuire published his development on inoculation theory, Szybillo and Heslin (1973) applied the concepts that McGuire used in the health industry to advertising and marketing campaigns. They sought to provide answers for advertisers marketing a controversial product or topic: if an advertiser knew the product or campaign would cause an attack, what would