1. Influenza Vaccine Communication for the Season: Snapshot of Key Messages, Events and Potential Challenges

2. 2011-12 Influenza Season: Communication Snapshot
Efforts incorporate/extend campaign
HHS actively engaged
Vaccination promotion will begin in August
Communication challenges include
No change in vaccine composition (causing some to believe no or reduced need for vaccination)
Vaccine efficacy
Best time to get vaccinated (e.g., elderly)
Reducing coverage disparities

3. Communication Strategy
June – September
Key Messages
Events
Possible Challenges
Emphasize the importance of vaccination for school-aged children (including disparities)
ACIP Meeting (June)
Perception that vaccine is unnecessary since vaccine composition is same as last season
VE Study/Data Published (TBD)
Yearly flu vaccination should begin as soon as vaccine is available (concerns about waning immunity)
Back to School Activities
(June-August)
Low public interest in vaccination
Cross Cultural/Sector Stakeholder & Health Disparity Partner Meetings (August 29)
Frustration expressed by doctors or others over inequity in distribution of flu vaccine
Everyone 6 months of age and older is recommended to be vaccinated against influenza every year (even if vaccinated prior year)
Possible HHS “Back to School” media event (August)
Questions raised about vaccine efficacy
Emphasize importance of vaccination for high-risk groups. (Address disparities)
NFID Press Conference as official campaign kickoff (tentative: September 21, 2011)
Potential concerns related to febrile seizures from concurrent administration of flu and PCV vaccinations
Even people who were vaccinated last season should be vaccinated again to boost their protection
The “Flu Ends With U” & “Yo Me Vacuno” campaigns ramp up (paid, donated, digital media; partnerships & HCP outreach)

4. Communication Strategy
October – November
Key Messages
Events
Possible Challenges
Encourage all people to get vaccinated to protect themselves and others
National health and/or heritage observances media tie-ins
Limited/little news media interest due to lack of story/news hook(s)
Partnership driven, grassroots campaign awareness and flu promotion activities targets health disparate populations (HHS actively engaged)
Little disease; low public interest in vaccine uptake
Provide vaccine supply/disease updates
Perception that vaccine is unnecessary since vaccine composition is same as last season
Communicate vaccine safety and benefits messages at every opportunity
November press briefing (update and encourage vaccination before holiday gatherings)
Indications of a possible mismatch between vaccine and circulating viruses
Influenza season is long and unpredictable
Placement of paid and donated media
Potential news media briefings depending on flu and flu vaccine-related developments

5. Communication Strategy
December – February
Key Messages
Events
Possible Challenges
If you haven’t received your flu vaccine, get one now
Press conference to highlight NIVW
Typical drop in vaccination after Thanksgiving
National Influenza Vaccination Week,
December 4-10 (week-long national and local events)
Encourage parents of children under age nine to bring their child back for 2nd dose if needed
Challenges in getting public and news media attention during the holidays
Flu season usually peaks in January or later and can last as late as May
National health and/or heritage observances media tie-ins
Low vaccination coverage; significant amounts of unused vaccine
Spread joy, not influenza during the holiday season
Potential news media briefings depending on flu and flu vaccine-related developments (activity/coverage, etc)
Disease caused by strain that vaccine does not protect against
Provide disease updates
Communicate vaccine safety messages at every opportunity

6. MMWR Schedule Topic Publish Date Kindergarten Coverage June 3, 2011
Interim Influenza Coverage for Season
June 10, 2011
Place of Influenza Vaccination During Season (national)
June 17, 2011
Influenza Vaccination of Healthcare Personnel
for the Season
August 19, 2011
Influenza Vaccination of Pregnant Women
for Season
NIS-Teen Adolescent Coverage
August 26, 2011
NIS Childhood Coverage
September 2, 2011
Final Influenza Coverage for Season
(MMWR Announcement)
September 23, 2011
NIVW MMWR Notice to Readers
December 4, 2011

7. Upcoming Publications
The Impact of Missed Opportunities on Seasonal Influenza Vaccination Coverage for Healthy Young Children—2011; Journal of Public Health Management & Practice
Cost-effectiveness of 2009 Pandemic Influenza A(H1N1) Vaccination in the United States—TBD; PLoS One
[VE data has been accepted by PLoS One. Publish date TBD.]