Partner with Your Community to Communicate Risk Frances D. Butterfoss, Ph.D. R. Clinton Crews, MPH Center for Pediatric Research Eastern Virginia Medical School Children’s Hospital of The King’s Daughters Norfolk, Virginia BUTTERFOSS, CREWS, LOUIS - 2000 CENTER FOR PEDIATRIC RESEARCH

Why Use Partnership Approach? Partnerships represent authentic voices of both parents & health professionals Partnerships have credibility with community institutions, media, legislators Partnerships actively advocate for priority populations BUTTERFOSS, CREWS, LOUIS - 2000 CENTER FOR PEDIATRIC RESEARCH

Principles of Effective Community Partnerships Membership is inclusive - represents diversity of community Ongoing planning, assessment & evaluation of strategic initiatives Action & advocacy are equally important Information & decisions shared with members Members & leaders trained on health issues BUTTERFOSS, CREWS, LOUIS - 2000 CENTER FOR PEDIATRIC RESEARCH

6-Step Action Plan: Vaccine Risk Communication Clarify vaccine safety issues Identify key stakeholders Educate stakeholders about issue(s) Collaborate to create message Use community voices to spread message Evaluate and revise approach BUTTERFOSS, CREWS, LOUIS - 2000 CENTER FOR PEDIATRIC RESEARCH

Clarify Vaccine Safety Issues Step 1 Clarify Vaccine Safety Issues Keep abreast of safety issues Develop proactive vs. reactive approach BUTTERFOSS, CREWS, LOUIS - 2000 CENTER FOR PEDIATRIC RESEARCH

Step 2 Identify Key Stakeholders Health care providers Professional societies/associations Health departments Local coalitions Vaccine company representatives Community leaders Consumers (e.g. parents) BUTTERFOSS, CREWS, LOUIS - 2000 CENTER FOR PEDIATRIC RESEARCH

Step 3 Educate Stakeholders About Issue(s) Newsletter articles Community forums Educational conferences One-on-one communication Legislative advocacy Speakers bureaus BUTTERFOSS, CREWS, LOUIS - 2000 CENTER FOR PEDIATRIC RESEARCH

Step 4 Collaborate to Create Message Shared decision-making to create arguments, sound bites and educational materials BUTTERFOSS, CREWS, LOUIS - 2000 CENTER FOR PEDIATRIC RESEARCH

Step 5 Use Community Voices to Spread Message Schools - PTSs, PTDs, Booster Clubs, Newsletters Grassroots groups & civic associations Community Institutions - YMCA/YWCA, Boys & Girls Clubs, Scouts, Cooperative Extension (4H) Community businesses - ads, flyers Faith Community - Bulletin inserts, Pulpit messages, Health fairs BUTTERFOSS, CREWS, LOUIS - 2000 CENTER FOR PEDIATRIC RESEARCH

Step 6 Evaluate and Revise Approach Involve members in collecting data & interpreting results Use quantitative & qualitative methods Focus on quality improvement & best practices BUTTERFOSS, CREWS, LOUIS - 2000 CENTER FOR PEDIATRIC RESEARCH

Virginia Addresses Vaccine Safety BUTTERFOSS, CREWS, LOUIS - 2000 CENTER FOR PEDIATRIC RESEARCH

Project Immunize Virginia (PIV) A public–private partnership dedicated to increasing immunizations for vaccine-preventable diseases across the lifespan and throughout the Commonwealth. “Promote timely immunizations across the lifespan” BUTTERFOSS, CREWS, LOUIS - 2000 CENTER FOR PEDIATRIC RESEARCH

Virginia’s Vaccine Safety Issues Concern about negative media regarding immunizations (Rotavirus and Thimerosal) Providers and patients receive mixed messages about vaccine Advocates lack timely information about vaccine issues Complex immunization schedules Vaccine handling BUTTERFOSS, CREWS, LOUIS - 2000 CENTER FOR PEDIATRIC RESEARCH

PIV Creates their Message PIV and local coalitions adopted the following as Virginia’s vaccine safety motto: “Protecting Our Communities” BUTTERFOSS, CREWS, LOUIS - 2000 CENTER FOR PEDIATRIC RESEARCH

PIV Members Spread the Vaccine Safety Message Developed newsletters for providers/patients Conducted in-services & lectures Convened statewide video-conference Obtained Ambulatory Pediatric Association grant to develop statewide provider training manual and protocol BUTTERFOSS, CREWS, LOUIS - 2000 CENTER FOR PEDIATRIC RESEARCH

Consortium for Infant & Child Health (CINCH) An inclusive & diverse community partnership dedicated to improving the health & well being of children and their families in Hampton Roads, Virginia BUTTERFOSS, CREWS, LOUIS - 2000 CENTER FOR PEDIATRIC RESEARCH

Vaccine Safety & Opposition Myths & Miscommunication: Mildly ill children should not be immunized Certain immunizations & multiple administration of vaccines cause harmful side effects Action CINCH members educated physicians & parents about true contraindications & side effects BUTTERFOSS, CREWS, LOUIS - 2000 CENTER FOR PEDIATRIC RESEARCH

Immunize Our Most Important Asset and Educate their Parents

Vaccine Safety & Opposition Autism and Vaccines Public interest focused on suggestion that (MMR) vaccine may be linked to autism Action CINCH members used continuing education forums to educate providers & distributed fact sheets on autism to parents BUTTERFOSS, CREWS, LOUIS - 2000 CENTER FOR PEDIATRIC RESEARCH

CINCH Strategies for Vaccine Risk Communication Annual Vaccine Issues Update for providers Satellite courses/Telephone conferences One on One education Health Fairs/Faith Days Legislative advocacy Media campaigns Letters to local newspaper editors Flyers/Brochures BUTTERFOSS, CREWS, LOUIS - 2000 CENTER FOR PEDIATRIC RESEARCH

Effective Partnership Approaches to Vaccine Safety Monitor immunization legislation Assess attitudes & knowledge of providers and patients Listen to community members BUTTERFOSS, CREWS, LOUIS - 2000 CENTER FOR PEDIATRIC RESEARCH