Office of Health Communications CDC National Immunization Program

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Presentation transcript:

Office of Health Communications CDC National Immunization Program Using the Web to Effectively Communicate Your Immunization Messages Lessons Learned from the 2002-2003 Flu Immunization Campaign How the creative brief was used to further develop the messages using the Web as a communication medium. I realize that many of you either have staff that program your Web site or you use an outside vendor. So, I’m going to keep this discussion to what you want to communicate – not how. I can tell you why we structured the site the way we did, but I really can’t give you very good answers on how to do it because that’s not my area. Jayne B. Gaskins Office of Health Communications CDC National Immunization Program

NIP Flu Web Site www.cdc.gov/nip/flu

NIP Flu Web site Flu Home page One of the many advantages of the Internet is the flexibility and the immediacy. We try to take advantage of this on the Home Page. Tag line and key message changed throughout the flu season Links to audience-specific messages with details about the content Link to frequently-requested material

NIP Flu Web site General Public Many of the same messages that were in the print materials, but with more details

NIP Flu Web site General Public

NIP Flu Web site General Public

NIP Flu Web site General Public

NIP Flu Web site News

NIP Flu Web site Health Care Providers

NIP Flu Web site Health Care Providers

NIP Flu Web site Health Care Providers

NIP Flu Web site Health Care Providers

NIP Flu Web site Uses Support and expand on creative brief messages Give additional pertinent information to all audiences, especially the conduits Deliver news as it occurs Change key messages as the season progresses Research

NIP Flu Web site Research: What we learned Total commercial-formatted materials 85% English 15% Spanish 8,668 flyers – 35% in 2-color and 65% in B&W 7,977 posters 821 buttons

NIP Flu Web site Research: What we learned

NIP Flu Web site Research: What we learned

NIP Flu Web site Research: What we learned

NIP Flu Web site Research: What we learned

NIP Flu Web site Flu Gallery www.cdc.gov/nip/flu/gallery.htm