2004-2005 influenza communications plan alan p. janssen, msph national immunization program office...
DESCRIPTION
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% vaccinatedTRANSCRIPT
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2004-2005 InfluenzaCommunications Plan
Alan P. Janssen, MSPHNational Immunization ProgramOffice of Health Communication
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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.
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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
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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
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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
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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
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Campaign Media
Print Materials • English and Spanish• Low literacy
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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
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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
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Print Materials For Public/Patients (primarily via
healthcare providers and CDC website):• Flyers • Posters• Brochures• Buttons and stickers
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Influenza Flyers
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Posters
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Pregnant Women Posters
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Distribution of MaterialsPublic
Print Materials will be distributed through• Health departments • Healthcare providers• CDC website
Broadcast materials will be promoted nationally via satellite feed
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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.
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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
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Health Care Providers
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Materials for Parents and Caregivers
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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
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Web Education materials for the public and
providers will be available for download from the CDC flu websitewww.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