Nudging parents to vaccinate their children

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Nudging parents to vaccinate their children

• A look at current digital strategies

Jared M. Shinabery MPH Candidate Tufts University
School of Medicine
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Nudging parents to vaccinate their children

• Three campaigns
• Voices for Vaccines
• Sounds of Pertussis
• Immunize for Good
• One common goal
• To educate parents on the safety and importance
  of vaccinating their children, and to urge them
  to make the right choice.

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Voices for Vaccines

• Mission
• Voices for Vaccines is a parent-led organization
  that supports and advocates for on-time
  vaccination and the reduction of
  vaccine-preventable disease.
• They seek to provide families with three tools
• Evidence-based information about the safety and
  importance of immunization
• A vibrant community of parents who are
  passionate about preventing disease, disability,
  and death by supporting and encouraging sound
  vaccine policies and practices at both the state
  and national levels
• An opportunity to join the discussion and to
  actively advocate for on-time immunization
• Target Audience
• Primary Parents who are hesitant to vaccinate
  their children
• Secondary Parents who already recognize the
  importance of immunization, and policy makers.

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www.voicesforvaccines.org
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www.voicesforvaccines.org
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Voices for Vaccines digital strategy

• Vaccine information page with easy-to-digest
  explanations
• Organized by disease or age
• Stories from parents who vaccinate
• Organized by categories
• Parents can easily join the cause submit their
  own stories
• Social media
• Twitter
• Facebook
• Pinterest

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Voices for VaccinesSWOT Analysis

• Mixed targeting

• Clean design
• Easy to navigate
• Digestible information
• Can share your story
• Very active social media

STRENGTHS
WEAKNESSES

• Integration of Facebook and Twitter on their
  website
• Blog

• Vast amounts of misinformation on the web
• Emotionally charged issue
• Anti-vaxxers can overrun social media

OPPORTUNITIES
THREATS
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Voices for VaccinesRecommendations

• Integrate Facebook and Twitter feeds on the
  website
• This will help draw people to the social media
  sites and could subsequently increase
  participation.
• Start a blog
• The blog could be a place for more in-depth
  discussions of vaccination issues, which
  inappropriate on Facebook and Twitter.
• Incorporate site badges
• Site badges are essentially small advertisement
  banners that others can put on their websites to
  link back to yours. They could increase Voices
  for Vaccinations online presence.

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Sounds of Pertussis

• A collaborative effort by Sanofi Pasteur and
  March of Dimes
• Mission
• dedicated to educating new parents and their
  families about pertussis and the importance of an
  adult booster vaccine.
• to help protect babies by making sure that
  anyone who is, or will be, in close contact with
  a young infant has been vaccinated against
  pertussis.
• Target Audience
• New and expectant parents who are vaccine-hesitant

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www.soundsofpertussis.com
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www.soundsofpertussis.com
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Sounds of Pertussis digital strategy

• Heavy use of scientific facts with citations
• Videos of parents telling their vaccination /
  pertussis stories
• They reinforce the facts being presented.
• Search vaccination clinics by zipcode
• Social media
• Facebook
• 68,445 likes
• Breathing Room app

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Sounds of Pertussis Facebook Application
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Sounds of PertussisSWOT Analysis

• Lots of movement
• Slow website
• Cluttered design
• Small text
• Unconventional navigation

• Embedded videos
• Lots of images
• Citations
• Easy search for clinics
• Active social media

STRENGTHS
WEAKNESSES

• Integration of Facebook on their website
• Twitter
• YouTube channel

• Vast amounts of misinformation on the web
• Emotionally charged issue
• Anti-vaxxers can overrun social media

OPPORTUNITIES
THREATS
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Sounds of PertussisRecommendations

• Integrate a Facebook feed on the website
• Utilize Twitter
• Create a YouTube Channel
• Make the videos shareable
• Give the website a cleaner design
• Present the facts in a more digestible and
  well-organized format
• Vertical presentation is better than horizontal
• Increase the font size
• Create an About us page

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Immunize for Good

• Collaboration of the Colorado Childrens
  Immunization Coalition, Colorado Department of
  Public Health and Environment, and Vaccine
  Advisory Committee of Colorado.
• Mission
• to further childhood immunization coverage in
  Colorado through education, vaccine provider
  resources and parental support.
• Target Audience
• Colorado parents who are hesitant to vaccinate
  their children

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www.immunizeforgood.com
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www.immunizeforgood.com
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Immunize for GoodDigital Strategy

• Education based website with helpful graphics
• Why vaccinate page explains herd immunity and
  establishes credibility
• Parents talk page has video and written
  testimonials
• Fact or Fiction page dispels myths
• The vaccines page has infographic style
  representations of vaccines, along with video
  animations
• Interactive schedule with reminders and progress
  reports
• Twitter 2,658 followers
• Facebook 852 likes

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Immunize for GoodDigital Strategy

• Education based website with helpful graphics
• Why vaccinate page explains herd immunity and
  establishes credibility
• Parents talk page has video and written
  testimonials
• Fact or Fiction page dispels myths
• The vaccines page has infographic style
  representations of vaccines, along with video
  animations
• Interactive schedule with reminders and progress
  reports
• Twitter 2,658 followers
• Facebook 852 likes

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Immunize for GoodSWOT Analysis

• Facebook and Twitter account names differ from
  the campaign name
• Somewhat childish graphics

• Beautiful website
• Well organized
• Interactive elements
• Helpful graphics and animations
• Active social media
• Bilingual

STRENGTHS
WEAKNESSES

• Integration of Facebook and Twitter on their
  website
• Post unique content on FB and Twitter

• Vast amounts of misinformation on the web
• Emotionally charged issue
• Anti-vaxxers can overrun social media

OPPORTUNITIES
THREATS
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Immunize for GoodRecommendations

• Integrate a Facebook/Twitter feed on the website
• Post more unique content on social media
• Try to get more parent involvement on social
  media
• Ask questions, contests, prizes, etc.
• Incorporate site badges

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Comparison
Feature Voices for Vaccines Sounds of Pertussis Immunize for Good
Interactive content X
Written testimonials X X
Video testimonials X X
Establishes credibility X X X
Bilingual X
Active Facebook X X X
Facebook application(s) X
Active Twitter X X X
Active Pinterest X
Unique content on social media X X
Clinic search X
Parents can submit stories X X X