THE 2015 NATIONAL INFLUENZA CAMPAIGN
Presented by Michelle Kapinga (NISG) & Darren Quirk (HPA)
Background• Immunisation Advisory Centre (IMAC) manages the
annual influenza awareness campaign on behalf of the Ministry of Health
• National Influenza Specialist Group (NISG) provides expert advice
• Health Promotion Agency works alongside to develop, deliver and evaluate the campaign for the Ministry of Health
2015 Campaign Objectives• Target of immunising 1.2 million New Zealanders• Awareness that vaccine is free for a large number of
people• Increasing uptake for eligible people, particularly:
– pregnant women– over 65’s– 18‐24
• Increasing uptake for ineligible peopleMK3
Slide 3
MK3 To also help protect the vulnerableMichelle Kapinga, 27/08/2015
Messaging• How easy it is to catch flu• It can make you seriously ill• Immunisation helps protect you• Free for many people
• Specific messaging for pregnant mothers related to dangers to mother/ dangers to baby and safety
2015 Public campaign
Embed TVC so can play
Campaign elements
Stakeholder support
Campaign EvaluationA. Exceeded target of 1.2 million doses
B. 2015 TNS Researcha) To provide an assessment of the 2015 flu
vaccination campaignb) Identify key lessons for future campaigns
MK4
Slide 8
MK4 Suggested introduction into campaign evaluationMichelle Kapinga, 27/08/2015
Self‐reported uptake
* No 2013 data ** Degree if change not statistically significant
51%46%**
16%
24%
40%
59%
80%*
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2013 2015
OVER 65s
PREGNANT MUMS
ELIGIBLE 18‐64
INELIGIBLE
ELIGIBLE YOUTH 18‐24
26%
Future intentions
* No 2013 data ** Degree of change not statistically significant
52%47%**
16%
25%
31%
42%
76%*
35%
0%
10%
20%
30%
40%
50%
60%
70%
80%
2013 2015
ELIGIBLE 18‐64
PREGNANT MUMS
ELIGIBLE YOUTH 18‐24INELIGIBLE
OVER 65s
Campaign responses
Motivations to immunise (%)Motivation (Top 5) Pregnant
womenEligible Ineligible
2013 2015 2013 2015 2013 2015
The flu is easy to catch 71 82 69 75 46 68
I don’t want to make others sick ~74 ~72 52 66
I don’t want to pass the virus to others ~74 ~74 51 70
I could get the flu vaccination for free 71 83 ~68 ~43
The flu will make me very sick 65 80 62 67 44 58
~ Means of 2013 & 2015 data as not significant difference
Barriers to immunisation Barriors (Top 5) Pregnant women Eligible Ineligible
2013 2015 2013 2015 2013 2015
I hate needles 34 21 ~32% ~33%
Concerned about side effects 58 38 ~33 ~36
I don’t generally get sick 43 25 25 31 ~39
Better to build up natural immunity 40 22 ~30 ~41
Flu vaccine can give you the flu ~25 ~29 ~32
~ Means of 2013 & 2015 data as not significant difference
Insights from 2015 Research
• Eligible: health professional recommendation continues to play a critical role in encouraging vaccination
• 65+: help to understand the risk posed by the flu and the benefits of being vaccinated
• Pregnant mums: keep reassuring about safety of vaccination while stressing complications from flu pose greater threat to their unborn baby
• Ineligible: continue to be motivated by social concern about not spreading the virus to others
Questions?