Informing the public about immunisation by Jo Yarwood - Department of Health
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Transcript of Informing the public about immunisation by Jo Yarwood - Department of Health
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Jo YarwoodDepartment of Health
Informing the public about immunisation
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Frighten them – make them feel guilty!
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Amuse/alarm them!
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Congratulate and engage them
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But first, find out what they think
•tracking•health professionals•parents
•strategic
•developmental
•pre-testing
•evaluation
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Perceived severity of disease
*
Half considered swine flu to be very serious. Little change in perceived severity of other diseases over time for parents of 0-2s.
95% 93% 93% 92% 93% 91%
19% 21% 23% 24%28% 28%
24%27% 27% 29%
97% 95% 92%95%
51%
Nov 00 Nov 01 Nov 02 Nov 03 Nov 04 Nov 05 Nov 06 Nov 07 Nov 08 Feb 10
Meningitis
Septicaemia
Pneumonia
Polio
Swine flu
Diphtheria
Rubella
Tetanus
Hib
Measles
Mumps
Base: Parents of 0-2s - 2010 (1142), previous years c.1000
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Base: 2010 - parents of 0-4s (1730)
The swine flu vaccine is the main concern for parents now, with MMR on a par with others in terms of perceived safety
58%48% 51% 52% 52% 51%
46% 46% 49%
29%
Pre-schoolbooster
2nd doseMMR
5 in 1vaccine
Seasonal flu TB Men C MMR Pneumo Hib/Men C Swine flu
Slight risk
Completely safe83%86%
83% 83% 82% 81% 81% 79% 78%
68%
Are immunisations safe?
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Base: 2010 - parents of 0-4s
Overall levels of satisfaction are high. Parents are least likely to be totally satisfied with getting information prior to the visit and how side effects are dealt with. Parents aged 16-24 were less
satisfied, both overall and with getting information.
4% 2% 1% 2% 1%
8%3% 2% 2% 2%
10%
3%2%
11%4%
36%
26%25%
33%
33%
41%
66%69%
49%58%
Getting informationbefore the
immunisation was due
Making theappointment*
The immunisation visit* How any side effectswere dealt with after
the visit*
The immunisationprocess as a whole
Totally satisfied
Fairly satisfied
Neither satisfiednor dissatisfied
Fairly dissatisfied
Very dissatisfied
Satisfaction with the immunisation process
No differences by age of child
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What influences them?
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Wakefield AJ et al 1998 The Lancet 351: 637-41
“We did not prove an association between measles, mumps and rubella
and the syndrome described.”
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60
70
80
90
MMR uptake
% mothers confident
MMR uptake at 16 months and proportion of mothers believing in complete or almost complete
safety of MMR vaccine
Crohn’s paper Autism paper
%
Sustained negative media reportage
Thanks to Professor Brent Taylor
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Daily
Mirror
Times
Daily Telegraph Daily Star
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Attitudes towards vaccination• parents of 8 – 10 year old children (2005)
• parents of 11 – 12 year old girls (2007)
• 11 – 12 year girls (2007)
• health professionals (2007)
• ongoing developmental work (e.g. advertising)
• pre-testing
• evaluation
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But . . . expect the unexpected
• most girls didn’t know where their cervix was, and wherever it was, they certainly didn’t want the injection there! (The campaign strapline ‘arm against cervical cancer’ went a long way towards allaying this fear).
• you can include too much information in a leaflet. Keep it short and clear. Use other platforms for more detailed information such a factsheet, Q&A and website.
• layout and design of materials can make a big difference; we tested two leaflets with same text but different layout – some girls thought the content was different.
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Leaflet
About fitness
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Does communication matter?
• 2008, Romania introduced an HPV vaccine programme
• programme not supported by communications • cohort of 111,000, low acceptance • limited uptake to 2,615 doses • current plans in Romania –
• implement an information campaign and then
• re-launch the programme
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• clarity
• consistency
• facts
• openness
• range of information/resources
What do parents want?
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Most parents discussed 0-2s immunisations with a HP, but less so for 3-4s. HV in particular much less used by parents of 3-4s
Who do parents talk to?
77%74%
80%74%
79% 77% 76% 78% 79%85%
13%9%11%
14%9%
13%10%
15% 15%12%
Nov 00 Nov 01 Nov 02 Nov 03 Nov 04 Nov 05 Nov 06 Nov 07 Nov 08 Feb 10
Any HV GP PN Midwife
Base: Parents of 0-2s - 2010 (1142), previous years c.1000
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Health professionals and the NHS remain the most trusted sources of advice on immunisation. Parents recognise that family and friends may not give them the most accurate information.
Who do parents trust?
Base: 2010 - parents of 0-4s (1730)
14%
18%
19%
42%
54%
4%Media
Family/friends
Government
Pharmacist
NHS
GP, HV or PN
Strongly agree
Slightly agree
92%
86%
66%
58%
49%
21%
No difference by age of
child
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"The irony of the Information Age is that it has given new
respectability to uninformed opinion".
John Lawson (reporter) to the American Association of Broadcast Journalists (1995).