Influenza Vaccine Communication for the 2011-12 Season: Snapshot of Key Messages, Events and Potential Challenges

2011-12 Influenza Season: Communication Snapshot Efforts incorporate/extend 2010-11 campaign HHS actively engaged Vaccination promotion will begin in August Communication challenges include No change in vaccine composition (causing some to believe no or reduced need for vaccination) Vaccine efficacy Best time to get vaccinated (e.g., elderly) Reducing coverage disparities

Communication Strategy June – September Key Messages Events Possible Challenges Emphasize the importance of vaccination for school-aged children (including disparities) ACIP Meeting (June) Perception that vaccine is unnecessary since vaccine composition is same as last season VE Study/Data Published (TBD) Yearly flu vaccination should begin as soon as vaccine is available (concerns about waning immunity) Back to School Activities (June-August) Low public interest in vaccination Cross Cultural/Sector Stakeholder & Health Disparity Partner Meetings (August 29) Frustration expressed by doctors or others over inequity in distribution of flu vaccine Everyone 6 months of age and older is recommended to be vaccinated against influenza every year (even if vaccinated prior year) Possible HHS “Back to School” media event (August) Questions raised about vaccine efficacy Emphasize importance of vaccination for high-risk groups. (Address disparities) NFID Press Conference as official campaign kickoff (tentative: September 21, 2011) Potential concerns related to febrile seizures from concurrent administration of flu and PCV vaccinations Even people who were vaccinated last season should be vaccinated again to boost their protection The “Flu Ends With U” & “Yo Me Vacuno” campaigns ramp up (paid, donated, digital media; partnerships & HCP outreach)

Communication Strategy October – November Key Messages Events Possible Challenges Encourage all people to get vaccinated to protect themselves and others National health and/or heritage observances media tie-ins Limited/little news media interest due to lack of story/news hook(s) Partnership driven, grassroots campaign awareness and flu promotion activities targets health disparate populations (HHS actively engaged) Little disease; low public interest in vaccine uptake Provide vaccine supply/disease updates Perception that vaccine is unnecessary since vaccine composition is same as last season Communicate vaccine safety and benefits messages at every opportunity November press briefing (update and encourage vaccination before holiday gatherings) Indications of a possible mismatch between vaccine and circulating viruses Influenza season is long and unpredictable Placement of paid and donated media Potential news media briefings depending on flu and flu vaccine-related developments

Communication Strategy December – February Key Messages Events Possible Challenges If you haven’t received your flu vaccine, get one now Press conference to highlight NIVW Typical drop in vaccination after Thanksgiving National Influenza Vaccination Week, December 4-10 (week-long national and local events) Encourage parents of children under age nine to bring their child back for 2nd dose if needed Challenges in getting public and news media attention during the holidays Flu season usually peaks in January or later and can last as late as May National health and/or heritage observances media tie-ins Low vaccination coverage; significant amounts of unused vaccine Spread joy, not influenza during the holiday season Potential news media briefings depending on flu and flu vaccine-related developments (activity/coverage, etc) Disease caused by strain that vaccine does not protect against Provide disease updates Communicate vaccine safety messages at every opportunity

MMWR Schedule Topic Publish Date Kindergarten Coverage June 3, 2011 Interim Influenza Coverage for 2010-11 Season June 10, 2011 Place of Influenza Vaccination During 2010-11 Season (national) June 17, 2011 Influenza Vaccination of Healthcare Personnel for the 2010-11 Season August 19, 2011 Influenza Vaccination of Pregnant Women for 2010-11 Season NIS-Teen Adolescent Coverage August 26, 2011 NIS Childhood Coverage September 2, 2011 Final Influenza Coverage for 2010-11 Season (MMWR Announcement) September 23, 2011 NIVW MMWR Notice to Readers December 4, 2011

Upcoming Publications The Impact of Missed Opportunities on Seasonal Influenza Vaccination Coverage for Healthy Young Children—2011; Journal of Public Health Management & Practice Cost-effectiveness of 2009 Pandemic Influenza A(H1N1) Vaccination in the United States—TBD; PLoS One [VE data has been accepted by PLoS One. Publish date TBD.]