2004-2005 Influenza Communications Plan
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Transcript of 2004-2005 Influenza Communications Plan
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2004-2005 InfluenzaCommunications Plan2004-2005 InfluenzaCommunications Plan
Alan P. Janssen, MSPHNational Immunization ProgramOffice of Health Communication
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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.
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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
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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
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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
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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
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CampaignCampaign
Media
Print Materials • English and Spanish
• Low literacy
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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
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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
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Print MaterialsPrint Materials
For Public/Patients (primarily via healthcare providers and CDC website):• Flyers
• Posters
• Brochures
• Buttons and stickers
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Influenza Flyers
Influenza Flyers
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PostersPosters
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Pregnant Women Posters
Pregnant Women Posters
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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
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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.
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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
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Health Care Providers
Health Care Providers
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Materials for Parents and Caregivers
Materials for Parents and Caregivers
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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
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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