CDC Influenza Vaccination Communication Plans and Resources for.ppt

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					CDC Influenza Vaccination Communication
  Plans and Resources for the 2010-11

                       Kristine Sheedy, PhD
          Associate Director for Communication Science
     National Center for Immunization and Respiratory Diseases
            Centers for Disease Control and Prevention

                        September 2, 2010

• Share results from audience research
• Provide a broad overview of CDC’s influenza
  vaccination communication campaign plans and
Flu Vaccine Communication Efforts are
   Grounded in Audience Research

   Gauge knowledge, attitudes and behaviors related
    to seasonal influenza, H1N1 influenza, and the
    2010-2011 seasonal influenza vaccine, which will
    contain the 2009 H1N1 strain.
   Receive feedback on key messages that may be
    used to communicate about the seasonal influenza
    vaccine in the 2010-2011 flu season.
   Assess messages and communication products for
    their ability to motivate people to get vaccinated
    against influenza.
       Specific Questions about Consumers
   Did the pandemic leave people more or less motivated to get
   How will people respond to our new universal flu vaccine
   How will people feel about the inclusion of the 2009 H1N1
    strain in this season’s vaccine?
   Will last year’s targeting of the first available doses of 2009
    H1N1 vaccine have unintended impact this season?
   How will adults age 65 and older respond to hearing about the
    new high-dose influenza vaccine?
   Will those who got H1N1 illness or vaccination believe they
    are immune and can forego getting vaccinated this season?
   How do parents feel about school-based vaccination?
Consumer Groups and Segmentations

             Focus Group
Focus Group Breakdown by Audience/City

               Parents   Young    Seniors    Chronic     TOTAL
                         Adults             Conditions
Phoenix          8         -         -          -          8
Baltimore        6         -         -          -          6
Indianapolis     6         -         -          -          6
Chicago           -        3        6           8         17
Birmingham        -        -        5           8         13
Miami             -        3        7           4         14
TOTAL            20        6        18         20         64
         Key Findings - Consumers
• Many perceived the 2009 H1N1 strain to be serious and deadly
   • This belief motivated some to get seasonal and/or 2009 H1N1 vaccines
   • Others did not get vaccinated even if they perceived the risks of diseases
     to be high
• Safety concerns about the 2009 H1N1 vaccine remain high
   • Those wary of the monovalent vaccine were concerned that including
     the 2009 H1N1 strain in the seasonal vaccine would not be safe; they
     preferred to have the choice of obtaining the vaccines separately.
• The universal vaccine recommendation raised questions for
• Old misperceptions/concerns remain
   • “I got the flu vaccine once and it gave me the flu”
• Health care providers highly trusted and influential
          Key Findings - Consumers
• Those who perceived themselves and/or their children to be at
  low risk from flu reported that this concept resonated with
   • “Every flu season is different, and influenza can affect people differently. Even
     healthy children and adults can get very sick from the flu and spread it to
• Using data and statistics makes messages more credible and
   • The more tailored the data for specific audiences, the more motivating
     the message.
• Few observable differences in responses noted by race,
  ethnicity, or education.
• New products and channels have potential for reaching
  audiences with flu messages (e.g., foto novellas, prescription
  inserts, e-mails from college health clinics)
 CDC’s Influenza Vaccine
Communication Campaign:
    Communication Goals and Objectives

   Create high awareness of universal vaccination
    recommendation and flu-related key messages
   Foster knowledge and favorable beliefs regarding
    influenza vaccination recommendations
   Maintain, extend confidence in flu vaccine safety
   Promote/encourage vaccination throughout the
    flu season
             Campaign Theme

• The theme is a ‘call to action,’ communicating
  that in addition to protecting ourselves, we each
  can have a hand in protecting those who may be
  at high risk of having serious flu-related
• Spanish language materials theme:
   • YO me vacuno, protejo a…” (I vaccinate, I protect…)
•   The general public
•   Parents of children age 18 and younger
•   Older Americans
•   Adults with chronic health conditions
•   Young adults
•   Pregnant women
•   People who live with or care for those at high risk for
    complications from flu, including:
    • Health care workers
    • Household contacts of persons at high risk for complications from
      the flu
    • Household contacts and caregivers of children <5 years of age
      with particular emphasis on contacts of children <6 months of age
• Minority populations (African Americans, Hispanics)
              Campaign Elements

•   Formative research and message testing
•   Partner outreach and activities
•   Television and radio
•   Print products
•   Earned and paid media
•   Web and social media
•   Education and outreach to health care professionals
•   Evaluation
     Campaign Element: Partnerships
• Partner outreach and activities
   • Provide CDC key points to partners
   • Identify and engage new and existing
     membership organizations, non-profit
     groups, and media partners who can
     reach our target audiences
   • Promote a suite of both print and
     online offerings that partners can use
   • Increase visibility of partners’
     influenza vaccination and vaccine
     promotion activities
   • Increase participation of partners
     during National Influenza Vaccination
     Week (NIVW, December 5-11)
      Campaign Elements: Television
               and Radio
• Television PSAs
   • “The Flu Ends with U” - Associates vaccination with an
     altruistic motive to help stop the spread of flu and protect
     friends, family, and loved ones (30 seconds; English/Spanish)
   • “I Never Get the Flu” – Motion graphics PSA that address
     common reasons people give for not getting a flu vaccine
     and emphasizes the risks of influenza (60 seconds)
• Radio PSAs
   • “Show Your Love” – Emphasizes that getting vaccinated is
     one very simple gesture to show you care (15, 30, and 60
     seconds; English and Spanish)
   • “I Never Get the Flu” (30 seconds)
• Video
   • “Why Flu Vaccination Matters” – Personal stories from
     Families Fighting Flu parents
   • Videos in sign language from the Deaf Wellness Center,
     University of Rochester
      Campaign Element: Print Products
• Print advertisements, posters, flyers, brochures
   • All materials are free for download. They may be printed on a
      standard office printer, or you may use a commercial printer.
   • Many available in English and Spanish, some in other languages.
 Campaign Elements: Earned and
          Paid Media
• Paid media
   • Purchased placement of CDC radio, television, print, and
     on-line ads
• Earned media
   • Donated ad space, matte articles, radio and satellite media tours,
     ethnic media roundtables
                       Date                 City
                   September 2          Albuquerque
                   September 7           Anchorage
                  September 16           Las Vegas
                  September 23            Chicago
                    October 7           New Jersey
                    October 14          Los Angeles
                    October 21             Miami
                    October 28            Houston
 Campaign Elements: Web and Social Media
• and
• Social networking sites (Facebook,
  MySpace, physician oriented, mom-
  specific )
• Social media materials (buttons, badges,
  e-cards, widgets, videos)
• Micro-blogs (Twitter)
• Content syndication
• Mobile (continuation of the CDC text
  messaging program launched in
  September 2009 for H1N1. Will
  disseminate relevant flu messages)
• On-line collaborations (e.g., WebMD,
    Campaign Element: Outreach/Resources
        for Health Care Professionals
• Distribution of CDC key points
• COCA calls, webinars/netconferences
• “Dear Provider” letters
• Matte articles
• Medscape video (overview of 2010-11
• Podcasts (vaccine recommendations, use of antivirals,
  diagnostic testing)
• Health care professional vaccination day during
  National Influenza Vaccination Week (NIVW),
  December 5-11
   Campaign Element: Evaluation
• Process evaluation
   •   Web and social media metrics
   •   Materials ordered
   •   Audience impressions from paid and earned media
   •   Media monitoring
• Impact evaluation
   • Pre and post season surveys to assess changes in awareness
     and attitudes and recall of CDC messages/advertising
   • Evaluation of flu-related social media activities, including
     social networks and content syndication
   • Ongoing assessment of vaccination coverage
•   AED Center for Health Communication
•   HMA Associates
•   Glen Nowak
•   Janine Cory
•   Richard Quarterone
•   Erin Burns
•   Carolyn Bridges
•   Cindy Fowler
•   Austyn Wilder
•   Holli Seitz and the social media team at CDC
•   Susie Childrey
•   Avaree Pink
Find CDC Influenza Vaccine
  Campaign Materials at:

      Or write to us at:

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