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Published byAmberly Bernice Peters Modified over 9 years ago
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2004-2005 Influenza Communications Plan Alan P. Janssen, MSPH National Immunization Program Office of Health Communication
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Objectives Motivate people – particularly high risk -- to receive timely influenza immunization Motivate parents to vaccinate children 6 – 23 months Increase awareness of influenza immunization recommendations and benefits among African American and Hispanic Americans Provide healthcare providers with influenza immunization resources to encourage patient vaccination.
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Target Audiences High risk individuals of all ages – 185 million Pregnant women -- all trimesters All adults age 50 and older – 65 and older Parents of children ages 6 months to 23 months Household contacts of individuals who are at higher risk for complications from influenza African Americans and Hispanics Healthcare providers -- only 38% vaccinated
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Campaign Development Ongoing formative and concept research with the influenza target audiences Focus groups In-depth interviews National Primary Care Physician Surveys Gallup Organization On-going Media Monitoring Tracking for results
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Key Messages Influenza is a serious disease 36,000 deaths per year and 200,000 hospitalizations per year Getting an influenza vaccination every year is best protection against flu New recommendations for children 6 – 23 months Plenty of vaccine – 100 million doses Vaccine is safe and effective Your flu vaccination helps protect others October and November are the best months to get vaccinated – December not too late
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Call to Action— The Public High risk people and their contacts: Get vaccinated in October and November Parents of 6-23 month olds: Call now to make an appointment to get your child vaccinated against influenza Ask your provider about influenza vaccination if you have questions about safety Household Contacts and Caregivers: Get vaccinated to protect yourself and those around you
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Campaign Media Print Materials English and Spanish Low literacy
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Media Video news releases and audio news releases featuring Dr. Gerberding Spanish-language VRNs and ANRs Possible limited targeted radio advertisements Outreach to Minority Journalist - UNITY Journalism Conference Radio satellite news tour (tentative) News Conferences linked with MMWR articles/events Matte Articles Participation in NFID press conference 9/23 and in other media opportunities Press Interviews
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Results of Media Tracking News Stories Messages since July 1, 2004 (n=1026) Shots recommended for children Flu kills 36,000 people per year Coverage rates low -- children and adults Record amounts of vaccine available/no shortages expected Shipments delayed because of tainted vaccine/not crisis Asian bird flu could cause pandemic
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Print Materials For Public/Patients (primarily via healthcare providers and CDC website): Flyers Posters Brochures Buttons and stickers
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Influenza Flyers
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Posters
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Pregnant Women Posters
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Distribution of Materials Public Print Materials will be distributed through Health departments Healthcare providers CDC website Broadcast materials will be promoted nationally via satellite feed
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Call to Action— Healthcare Providers Providers Get yourself vaccinated and encourage your staff/colleagues to get vaccinated. Recommend vaccination to all of your patients, particularly those who are at high risk for complications from the flu.
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Provider Print Materials “ Immunize Now” Provider Kit (85,000) Materials for Doctors, Nurses, Administrators and Patients Approximately 85,000 print copies available “Are you ready?” Poster Articles in professional society journals/newsletters Ads in medical journals—co-branding with CMS
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Health Care Providers
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Materials for Parents and Caregivers
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Distribution of Materials Provider Print materials will be distributed through Professional societies CDC website Health departments Direct Mail NIP will exhibit at the major provider conferences in the Fall and Winter
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Web Education materials for the public and providers will be available for download from the CDC flu website www.cdc.gov/flu/gallery A web icon has been created by NIP for use by health departments and other partners. It will serve as a link back to the CDC flu site. Download from http://www.cdc.gov/flu/professionals/flugallery/logos.htm#wlogo http://www.cdc.gov/flu/professionals/flugallery/logos.htm#wlogo
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