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Comprehensive Influenza Vaccination Communication Plan for 2004-2005

This influenza communication plan aims to motivate high-risk populations, including pregnant women, parents of young children, and African American and Hispanic communities, to receive timely vaccinations. It addresses the crucial need for education around the benefits of influenza immunization, particularly in communities with historically low vaccination rates. The plan outlines targeted outreach strategies for public health campaigns, including media, print materials, and healthcare provider engagement, while emphasizing the safety and efficacy of vaccines.

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Comprehensive Influenza Vaccination Communication Plan for 2004-2005

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  1. 2004-2005 InfluenzaCommunications Plan Alan P. Janssen, MSPH National Immunization Program Office of Health Communication

  2. Objectives • Motivate people – particularly high risk -- to receive timely influenza immunization • Motivate parents to vaccinate children 6 – 23 months • Increase awareness of influenza immunization recommendations and benefits among African American and Hispanic Americans • Provide healthcare providers with influenza immunization resources to encourage patient vaccination.

  3. Target Audiences • High risk individuals of all ages – 185 million • Pregnant women -- all trimesters • All adults age 50 and older – 65 and older • Parents of children ages 6 months to 23 months • Household contacts of individuals who are at higher risk for complications from influenza • African Americans and Hispanics • Healthcare providers -- only 38% vaccinated

  4. Campaign Development • Ongoing formative and concept research with the influenza target audiences • Focus groups • In-depth interviews • National Primary Care Physician Surveys • Gallup Organization • On-going Media Monitoring • Tracking for results

  5. Key Messages • Influenza is a serious disease • 36,000 deaths per year and • 200,000 hospitalizations per year • Getting an influenza vaccination every year is best protection against flu • New recommendations for children 6 – 23 months • Plenty of vaccine – 100 million doses • Vaccine is safe and effective • Your flu vaccination helps protect others • October and November are the best months to get vaccinated – December not too late

  6. Call to Action—The Public • High risk people and their contacts: • Get vaccinated in October and November • Parents of 6-23 month olds: • Call now to make an appointment to get your child vaccinated against influenza • Ask your provider about influenza vaccination if you have questions about safety • Household Contacts and Caregivers: • Get vaccinated to protect yourself and those around you

  7. Campaign • Media • Print Materials • English and Spanish • Low literacy

  8. Media • Video news releases and audio news releases featuring Dr. Gerberding • Spanish-language VRNs and ANRs • Possible limited targeted radio advertisements • Outreach to Minority Journalist - UNITY Journalism Conference • Radio satellite news tour (tentative) • News Conferences linked with MMWR articles/events • Matte Articles • Participation in NFID press conference 9/23 and in other media opportunities • Press Interviews

  9. Results of Media TrackingNews Stories Messages since July 1, 2004 (n=1026) • Shots recommended for children • Flu kills 36,000 people per year • Coverage rates low -- children and adults • Record amounts of vaccine available/no shortages expected • Shipments delayed because of tainted vaccine/not crisis • Asian bird flu could cause pandemic

  10. Print Materials • For Public/Patients (primarily via healthcare providers and CDC website): • Flyers • Posters • Brochures • Buttons and stickers

  11. Influenza Flyers

  12. Posters

  13. Pregnant Women Posters

  14. Distribution of MaterialsPublic • Print Materials will be distributed through • Health departments • Healthcare providers • CDC website • Broadcast materials will be promoted nationally via satellite feed

  15. Call to Action—Healthcare Providers • Providers • Get yourself vaccinated and encourage your staff/colleagues to get vaccinated. • Recommend vaccination to all of your patients, particularly those who are at high risk for complications from the flu.

  16. Provider Print Materials • “Immunize Now” Provider Kit (85,000) • Materials for Doctors, Nurses, Administrators and Patients • Approximately 85,000 print copies available • “Are you ready?” Poster • Articles in professional society journals/newsletters • Ads in medical journals—co-branding with CMS

  17. Health Care Providers

  18. Materials for Parents and Caregivers

  19. Distribution of MaterialsProvider • Print materials will be distributed through • Professional societies • CDC website • Health departments • Direct Mail • NIP will exhibit at the major provider conferences in the Fall and Winter

  20. Web • Education materials for the public and providers will be available for download from the CDC flu website • www.cdc.gov/flu/gallery • A web icon has been created by NIP for use by health departments and other partners. It will serve as a link back to the CDC flu site. Download from http://www.cdc.gov/flu/professionals/flugallery/logos.htm#wlogo

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