1. State and Local Flu Message Strategy Al Lundeen Oct. 12, 2010

2. Quantitative Testing Sample Size ~2000 Methodology 20 minute online survey Sample Characteristics Between 18-55 years of age Primary or shared decision maker for own healthcare Interview Dates June 22 nd – July 14 th

3. Qualitative Testing Sample Size Six small groups Methodology 2-hour focus groups Sample Characteristics Los Angeles General market, did not have flu shot in 2009/2010 season Hispanic bi-lingual, did have shot Mothers of children under age 18, did choose shot for either self or children Sacramento General market, did have shot Hispanic bi-lingual, did not have shot M0thers of children under age 18, did not choose shot for self or children Interview Dates June 11 th & June 15 th

4. ► Demographics do play a role in the likelihood for someone to be vaccinated  LA area residents are more likely to be vaccinated  Males are slightly more favorable than females  Mothers with children in the home also show very strong tendencies towards flu vaccination  People from Hispanic (+4pp) and Asian (+9pp) backgrounds are more likely to have been vaccinated in the past 5 years Summary of Findings Vaccination in Past 5 Years BaseTotal (1950); Current (747); Lapsed (253); LA,OC,SFV (400); Bay Area (400); San Diego (361); Cent CA (389); Other CA (400); Mothers of: Children 18-24 (186); Children 6-17 (523); Children 1-5 (293); Infant <1 (139); Males (950); Femals (1000). QS5Have you been vaccinated for the flu in the last 5 years?  /  Indicates a positive or negative significant difference at a 95% confidence level vs. Total

5. Summary of Findings ► When Californians know a majority of people in their community who get flu vaccinations, they are more likely to be vaccinated themselves

6. Summary of Findings ► Those that do not get vaccinated tend have similar strong biases against the practice  They believe that the flu issue is overhyped in the media  They also harbor notions that the vaccine will somehow be harmful to them or their children  The non-vaccinated believe they do not typically get sick and are therefore not at risk for the flu

7. Summary of Findings ► On the whole, the non- vaccinated have embraced some flu reducing behaviors  Hand washing  Covering cough and sneezes  Staying home when sick

8. Successful Slogans

9. Successful Slogan?

10. ► Let’s Go Get Vaccinated

11. Creative Tested

12. Questions? Al.Lundeen@cdph.ca.gov 916.440.7259 Al.Lundeen@cdph.ca.gov