The “Immunizers” Andie Denious, MS, RN Arizona Immunizaiton Program Office Jennifer Tinney, BA The Arizona Partnership for Immunization

The Arizona Partnership for Immunization (TAPI) Arizona’s state coalition – 400+ public and private organizations working together to improve immunization coverage for Arizona. Mission expanded in 2000 to include immunizations across the life span – previously focused on infant immunizations. As a result , a task force was developed to explore adolescent immunization and identify areas of intervention. $20,000 grant form The Aetna Foundation to create and produce immunization materials appealing to teens.

Tackling A New Population Three stages: Stage 1: Exploration Adolescent Task Force (ATF) A committee of adults formed to explore adolescent immunization Stage 2: Education Partnership with Genesis Academy and the ATF Students and adults working together Stage 3: Creation The students of Genesis Academy with limited adult intervention

Stage 1: Exploration The Adolescent Task Force (ATF) came together with community members from organizations such as: Health Plans Schools State agencies Private Practices Foundations Other coalitions

Adolescent Health Care Needs Targeted area needing improvement - adolescent education. Teens don’t perceive the risks of disease Lack of educational materials in accessible places Messages that would appeal to teens ATF needed help understanding how teens respond to immunizations

Stage 2: Education ATF initiated a focus group with students from Genesis Academy Charter High School to learn what the students knew about immunizations A post test was administered to determine the students level of immunization education A slide show of vaccine preventable diseases was shown to the students Immunization messages were explored

The adults quickly realized they knew very little about what was appealing to teenagers!

Developing a message The group began by rating the effectiveness of current immunization materials. A flyer chosen by 66% of the adults was rated high by only 1 out of 7 students Students preferred a flyer designed by recent high school graduates.

Developing a message… Students looked at advertising techniques and created poster boards with ads that were appealing to them. Identified aspects of ads that caught their attention Font types Color Methods used Humor, sex, futuristic, powerful messages with no pictures, images that portrayed consequences, unexpected images, warning labels.

Developing a message… Students developed slogans for immunizations “It could have been stopped with just one shot” “Vaccination is a must, here’s some facts you can trust” “Be bold be brave avoid the grave” “Safe vaccination is just one shot away. Stay in the game” “Be a champion for disease prevention” “Vaccination is a must, here’s a reminder you can trust”

Developing a message… A graphic designer worked with the group on how to choose a message then develop and build information and visual images around their main point The students reviewed: current immunization information their own ideas and posters the chosen ads.

Stage 3: Creating a Campaign Brainstorming with canvasses helped visualize what they wanted to say. first canvass was re-creation of existing materials second canvass was more focused on the messages they wanted to communicate. Using existing materials of what worked for them, they outlined the campaign content Clear, simple message that catches attention. Pictures to tell the story Facts that were reliable and easy to read Trustworthy contacts for more information

Award Winning Group! The “Immunizers” have been recognized for their unique message and program. Awards received: TAPI - “Upshots” award for newcomers in the immunization community Arizona Public Health Association – Outstanding Grass Roots Media Campaign City of Phoenix – Mayor’s Partnership award.

Award Winning Group! Participated in community outreach events where they conducted a mock funeral to “Bury Diseases not Kids”

Award Winning Group! Presented their campaign and performed their PSA at National and State conferences National Coalition Conference – May 2003 10th Annual Arizona Immunization Conference – November 2003

Recognized by Governor Napolitano as civic leaders STATE OF THE STATE ADDRESS Governor Janet Napolitano January 12, 2004 In the new Arizona, young people themselves are recognizing the need to be immunized, and they are taking the initiative to educate their fellow students on the need to stay healthy through inoculation. One remarkable student joins us today. Jacob Anzar is a member of the Pasqua Yaqui tribe and a senior at Phoenix’s Genesis Academy. For nearly two years he has led a group of teen who have designed, written and produced an ad campaign to educate children on the importance of immunization. The student group, called the Immunizers, is run entirely by students led by Jacob. The campaign reaches thousands of students with the message that immunization is easy and important for their health. Please join me in congratulating Jacob Anzar on his accomplishments

Information Jennifer Tinney The Arizona Partnership for Immunization Phone: 602-288-7567 Fax: 602-262-2654 jennifert@aachc.org Andie Denious Arizona ImmunizationProgram Office Phone: 602-364-3626 Fax: 602-364-3285 edeniou@hs.state.az.us