1. Office of Health Communications CDC National Immunization Program
Using the Web to Effectively Communicate Your Immunization Messages Lessons Learned from the 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

2. NIP Flu Web Site

3. 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

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

5. NIP Flu Web site General Public

6. NIP Flu Web site General Public

7. NIP Flu Web site General Public

8. NIP Flu Web site News

9. NIP Flu Web site Health Care Providers

10. NIP Flu Web site Health Care Providers

11. NIP Flu Web site Health Care Providers

12. NIP Flu Web site Health Care Providers

13. 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

14. 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

15. NIP Flu Web site Research: What we learned

16. NIP Flu Web site Research: What we learned

17. NIP Flu Web site Research: What we learned

18. NIP Flu Web site Research: What we learned

19. NIP Flu Web site Flu Gallery