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Vaccination Week in the Americas 2005

Vaccination Week in the Americas 2005. Daniel Epstein Public Information Pan American Health Organization. Vaccination Week in the Americas 2005. Communication Objectives. Help increase immunization coverage Let people know about Vaccination Week Create momentum for immunization programs

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Vaccination Week in the Americas 2005

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  1. Vaccination Week in the Americas 2005 Daniel Epstein Public Information Pan American Health Organization

  2. Vaccination Week in the Americas 2005

  3. Communication Objectives • Help increase immunization coverage • Let people know about Vaccination Week • Create momentum for immunization programs • Promote equity and Pan Americanism: Vaccines for all, especially the poor • Work with current partners and seek new ones

  4. Methodology Consult with all countries, partners Target audiences Create messages, focus Distribute Evaluate

  5. Vaccination Week in the Americas 2004 2004 campaign reached all countries More than 40 million vaccinated Exceeded targets Created opportunities

  6. Communications Products • Regional, country media plans prepared • News Releases, PSAs , Posters designed and distributed • Announce the event, radio spots, stickers • Build momentum, target • Maintain interest, Interviews • Localize and report results

  7. Communications Products • Posters for 2005 • Can be localized and adapted • Targeted to various audiences • Available to all groups • PAHO can provide artwork

  8. Branding • Slogan – Immunization: An Act of Love • Love them, protect them, Immunize them • Lema - Vacunación: Un Gesto de Amor • Ámalo, protégelo, Vacúnalo • CDC, UNICEF co-branding • Ministries, state agencies co-branding

  9. Targeting: Specific populations

  10. Targeting: Mothers, Fathers, Siblings

  11. Targeting: Specific countries

  12. Targeting: Languages, dialects

  13. Targeting: Ethnic Groups

  14. Reaching children with comic books

  15. Vaccination Week in the Americas ‘04 • All of the Americas participated • New partners joined in communications (CDC, UNICEF) • Closer coordination with countries

  16. Vaccination Week Launch 2004 • Regional launch in Haiti with PAHO, UNICEF • First Ladies, Presidents participated in many countries • Political win-win for all • Potential media event

  17. Vaccination Week Evaluations 2004

  18. Communications Results 2004 • Communications reached all areas, especially via TV • Millions of children were vaccinated • Workers mobilized

  19. Lessons Learned • Not the first week in June • Maintain branding • Radio in indigenous languages • More radio and more community theater • More news outreach

  20. Lessons Learned • Posters and videos targeted by area • Use of celebrities, Champions of health very effective • Encourage wide use of posters and logo (branding) • Stress that week does not replace routine vaccinations

  21. Vaccinate America ‘05 Seeking isolated areas Five priority countries – communication strategy Special Focus on US-Mexico border Working on evaluation and documentation Social mobilization Increased participation

  22. Ongoing Challenges • Reach isolated areas (urban and rural) • Target those who always are left behind • Increase awareness of importance of old, new vaccines • Let each country decide what, where and how

  23. Challenges for 2005 • Increase awareness of campaign • Plan, implement integrated communications activities • Evaluate communication impact • Publish results

  24. Vaccination Week in the Americas 05 • First ever regional campaign • Take model global • Solidarity • Best of globalization

  25. 2005 • Vaccination Week in the World • It’s not another campaign, it’s another opportunity

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