20042005 Influenza Communications Plan

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2004-2005 InfluenzaCommunications Plan

• Alan P. Janssen, MSPH
• National Immunization Program
• Office of Health Communication

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Objectives

• 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 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 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 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 ActionThe 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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Campaign

• Media
• Print Materials
• English and Spanish
• Low literacy

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Media

• 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 (n1026)

• 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 Materials

• For Public/Patients (primarily via healthcare
  providers and CDC website)
• Flyers
• Posters
• Brochures
• Buttons and stickers

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Influenza Flyers
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Posters
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Pregnant Women Posters
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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 ActionHealthcare 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 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 journalsco-branding with CMS

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Health Care Providers
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Materials for Parents and Caregivers
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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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Web

• Education materials for the public and providers
  will be available for download from the CDC flu
  website
• www.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/professiona
  ls/flugallery/logos.htmwlogo