Post on 03-Jan-2016
transcript
2005
Daniel EpsteinPublic Information
Pan American Health Organization
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
2005
• 2004 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
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
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