Influenza Communications Plan Alan P. Janssen, MSPH National Immunization Program Office of Health Communication

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.

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

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

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

Call to Action— The 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

Campaign  Media  Print Materials English and Spanish Low literacy

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

Results of Media Tracking News Stories Messages since July 1, 2004 (n=1026)  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

Print Materials  For Public/Patients (primarily via healthcare providers and CDC website): Flyers Posters Brochures Buttons and stickers

Influenza Flyers

Posters

Pregnant Women Posters

Distribution of Materials Public  Print Materials will be distributed through Health departments Healthcare providers CDC website  Broadcast materials will be promoted nationally via satellite feed

Call to Action— Healthcare 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.

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 journals—co-branding with CMS

Health Care Providers

Materials for Parents and Caregivers

Distribution of Materials Provider  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

Web  Education materials for the public and providers will be available for download from the CDC flu website  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