2004-2005 InfluenzaCommunications Plan2004-2005 InfluenzaCommunications Plan
Alan P. Janssen, MSPHNational Immunization ProgramOffice of Health Communication
ObjectivesObjectives 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.
Target AudiencesTarget 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
Campaign DevelopmentCampaign 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
Key MessagesKey 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
Call to Action—The Public
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
CampaignCampaign
Media
Print Materials • English and Spanish
• Low literacy
MediaMedia 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
Results of Media TrackingNews Stories Messages since July 1, 2004
(n=1026)
Results of Media TrackingNews 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
Print MaterialsPrint Materials
For Public/Patients (primarily via healthcare providers and CDC website):• Flyers
• Posters
• Brochures
• Buttons and stickers
Influenza Flyers
Influenza Flyers
PostersPosters
Pregnant Women Posters
Pregnant Women Posters
Distribution of MaterialsPublic
Distribution of MaterialsPublic
Print Materials will be distributed through• Health departments
• Healthcare providers
• CDC website
Broadcast materials will be promoted nationally via satellite feed
Call to Action—Healthcare Providers
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.
Provider Print MaterialsProvider 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
Health Care Providers
Health Care Providers
Materials for Parents and Caregivers
Materials for Parents and Caregivers
Distribution of MaterialsProvider
Distribution of MaterialsProvider
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
WebWeb
Education materials for the public and providers will be available for download from the CDC flu websitewww.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