Pan American Health Organization · Pan American Health Organization Communications Results 2003...
Transcript of Pan American Health Organization · Pan American Health Organization Communications Results 2003...
2003
Pan AmericanHealthOrganization
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2003
Pan AmericanHealthOrganization
Vaccination Week in the Americas
Vaccination Week in the Americas
PreparedBy Bryna Brennan
Manager, Public InformationPan American Health Organization
2003
Pan AmericanHealthOrganization
Vaccination Week in the Americas 03Vaccination Week in the Americas 03
19 CountriesAlmost 14 million kids under 5 vaccinated (97 percent of target)3 million women of child bearing age (Td)
19 CountriesAlmost 14 million kids under 5 vaccinated (97 percent of target)3 million women of child bearing age (Td)
Pan AmericanHealthOrganization
2003
Pan AmericanHealthOrganization
Communications Results 2003Communications Results 2003
• Communications reached all areas, especially via TV• Millions of children vaccinated• Workers mobilized
• Communications reached all areas, especially via TV• Millions of children vaccinated• Workers mobilized
2003
Pan AmericanHealthOrganization
Ongoing ChallengesOngoing Challenges
• Reach isolated areas (urban and rural)• Target those who always are left behind• Create global, at least regional, awareness• Let each country decide what, where and how
• Reach isolated areas (urban and rural)• Target those who always are left behind• Create global, at least regional, awareness• Let each country decide what, where and how
Pan AmericanHealthOrganization
2003
Pan AmericanHealthOrganization
Communications ProductsCommunications Products
• News Releases PSAs Posters– Announce the event Radio spots Stickers– Build momentum Posters Interviews– Maintain interest– Report results
• News Releases PSAs Posters– Announce the event Radio spots Stickers– Build momentum Posters Interviews– Maintain interest– Report results
Pan AmericanHealthOrganization
2003
Pan AmericanHealthOrganization
BrandingBranding
• Created a logo, tied in to World Health Day• Slogan – Act of Love• Created a logo, tied in to World Health Day• Slogan – Act of Love
2003
Pan AmericanHealthOrganization
TargetingTargeting
2003
Pan AmericanHealthOrganization
Vaccination Week in the Americas ‘04
April 24 – 30
Vaccination Week in the Americas ‘04
April 24 – 30
Pan AmericanHealthOrganization
2003
Pan AmericanHealthOrganization
Vaccination Week in the Americas ‘04Vaccination Week in the Americas ‘04
• All of the Americas• New partners in communications (CDC, UNICEF)• Closer coordination with countries
• All of the Americas• New partners in communications (CDC, UNICEF)• Closer coordination with countries
2003
Pan AmericanHealthOrganization
Lessons LearnedLessons Learned
• Not the first week in June • Maintain branding• Radio in indigenous languages• More radio and more community theater
• Not the first week in June • Maintain branding• Radio in indigenous languages• More radio and more community theater
2003
Pan AmericanHealthOrganization
Lessons LearnedLessons Learned
• Posters and videos targeted by area• Use of celebrities, Champions• Encourage wide use of posters and logo (branding)• Stress week does not replace routine vaccinations
• Posters and videos targeted by area• Use of celebrities, Champions• Encourage wide use of posters and logo (branding)• Stress week does not replace routine vaccinations
Pan AmericanHealthOrganization
2003
Pan AmericanHealthOrganization
Vaccinate America ‘04Vaccinate America ‘04
Seeking isolated areasFive priority countries – communication strategyWorking along US-Mexico borderWorking on evaluation and documentationSocial mobilizationIncreased participation
Seeking isolated areasFive priority countries – communication strategyWorking along US-Mexico borderWorking on evaluation and documentationSocial mobilizationIncreased participation
2003
Pan AmericanHealthOrganization
Launches ‘04Launches ‘04
• United Nations ??• First Ladies, Presidents• Political win-win• Potential media event
• United Nations ??• First Ladies, Presidents• Political win-win• Potential media event
2003
Pan AmericanHealthOrganization
After April ‘04After April ‘04
• Evaluate the communication impact• Publish the results• Increase awareness of campaign
• Evaluate the communication impact• Publish the results• Increase awareness of campaign
2003
Pan AmericanHealthOrganization
Vaccination Week in the AmericasVaccination Week in the Americas
• First ever regional campaign• Take model global
– Solidarity– Best of globalization
• First ever regional campaign• Take model global
– Solidarity– Best of globalization
2003
Pan AmericanHealthOrganization
20052005
• Vaccination Week in the World• It’s not another campaign, it’s another opportunity
• Vaccination Week in the World• It’s not another campaign, it’s another opportunity
2003
Pan AmericanHealthOrganization