2005

Daniel Epstein Public Information Pan American Health Organization Vaccination Week in the Americas 2005

2005 Vaccination Week in the Americas 2005

2005 Communication Objectives Help increase immunization coverage Let people know about Vaccination Week Create momentum for immunization programs Promote equity and Pan Americanism: Vaccines for all, especially the poor Work with current partners and seek new ones

2005 Consult with all countries, partners Target audiences Create messages, focus Distribute Evaluate Methodology

campaign reached all countries More than 40 million vaccinated Exceeded targets Created opportunities Vaccination Week in the Americas 2004

2005 Communications Products Regional, country media plans prepared News Releases, PSAs, Posters designed and distributed –Announce the event, radio spots, stickers –Build momentum, target –Maintain interest, Interviews –Localize and report results

2005 Communications Products Posters for 2005 –Can be localized and adapted –Targeted to various audiences –Available to all groups –PAHO can provide artwork

2005 Slogan – Immunization: An Act of Love –Love them, protect them, Immunize them Lema - Vacunación: Un Gesto de Amor –Ámalo, protégelo, Vacúnalo CDC, UNICEF co-branding Ministries, state agencies co-branding Branding

2005 Targeting: Specific populations

2005 Targeting: Mothers, Fathers, Siblings

2005 Targeting: Specific countries

2005 Targeting: Languages, dialects

2005 Targeting: Ethnic Groups

2005

Reaching children with comic books

2005 Vaccination Week in the Americas ‘04 All of the Americas participated New partners joined in communications (CDC, UNICEF) Closer coordination with countries

2005 Vaccination Week Launch 2004 Regional launch in Haiti with PAHO, UNICEF First Ladies, Presidents participated in many countries Political win-win for all Potential media event

2005 Vaccination Week Evaluations 2004

2005 Communications Results 2004 Communications reached all areas, especially via TV Millions of children were vaccinated Workers mobilized

2005 Lessons Learned Not the first week in June Maintain branding Radio in indigenous languages More radio and more community theater More news outreach

2005 Lessons Learned Posters and videos targeted by area Use of celebrities, Champions of health very effective Encourage wide use of posters and logo (branding) Stress that week does not replace routine vaccinations

2005 Vaccinate America ‘05 Seeking isolated areas Five priority countries – communication strategy Special Focus on US-Mexico border Working on evaluation and documentation Social mobilization Increased participation

2005 Ongoing Challenges Reach isolated areas (urban and rural) Target those who always are left behind Increase awareness of importance of old, new vaccines Let each country decide what, where and how

2005 Challenges for 2005 Increase awareness of campaign Plan, implement integrated communications activities Evaluate communication impact Publish results

2005 Vaccination Week in the Americas 05 First ever regional campaign Take model global –Solidarity –Best of globalization

2005 Vaccination Week in the World It’s not another campaign, it’s another opportunity

2005