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2004-2005 Influenza Communications Plan

2004-2005 Influenza Communications Plan. Alan P. Janssen, MSPH National Immunization Program Office of Health Communication. Objectives. Motivate people – particularly high risk -- to receive timely influenza immunization Motivate parents to vaccinate children 6 – 23 months

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2004-2005 Influenza Communications Plan

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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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