1. Texas Department of State Health Services Immunization Branch Pertussis Media Campaign Jack Sims, Program Manager Alma Lydia Thompson, Media Coordinator

2. Pertussis Media Campaign Television Radio News & Publicity Professional Journals Parent Magazines School-Based Outreach Daycare-Based Outreach Evaluation

3. Reason for Campaign: Sharp Increase in Pertussis Incidence in Texas 200020012002200320042005 Cases 327615124067011842224

4. Infant Deaths Nine deaths in 2005 Eight were infants younger than three months, too young to be fully immunized Availability of Tdap

5. Objectives With the overarching goal of reducing the number of pertussis cases and the number of deaths among infants Increase awareness that infants are most at risk for pertussis (baseline 19%) Increase awareness that vaccination of adults and adolescents helps to prevent pertussis (baseline 46%)

6. Target Audience Primary Target Mothers 18 – 34 with infants Secondary Target Infants’ family & household contacts Health care professionals Daycare center staff and parents

7. Campaign Messages Vaccinate your entire family Immunize your infant starting at 2 months A new vaccine is available for adults and adolescents

8. Paid Mass Media Advertisement TV and radio English and Spanish language Run six weeks, 21 August – 1 October

9. TV Advertisement

10. English Pass it On 30 seconds

11. Spanish Pass it On 30 seconds

12. English Appearing Babies 30 seconds

13. Spanish Appearing Babies 15 second

14. “Cough! Cough! Pass it On!”

15. TV Script I - Babies Pertussis, also known as whooping cough, is a highly contagious disease. Anyone can get it, and newborns are especially vulnerable. Last year pertussis killed eight babies in Texas. The good news is that pertussis can be prevented with a vaccine, so make sure your children get all their vaccinations. By two years old, children should have four doses of vaccine against pertussis. There’s also a new vaccine for older children and adults. The best way to protect your children against pertussis is to protect your entire family

16. Geographic Concentration of Pertussis Cases

17. Media Markets Selected to Match

18. Publicity Associated Press Wire Service picked up on press release at opening of campaign and as a result: Major Texas newspapers, television and radio stations ran stories about pertussis, with 28 media outlets reporting 26 television and radio talk shows requested interviews

19. School-Based Outreach

20. Posters for Daycare Facilities

21. Ads in Professional Journals & Parenting Magazines

22. Campaign Evaluation Methodology Random-digit-dial pre- and post-wave survey of 1,600 households Conducted in two markets: Central Texas and Rio Grande Valley Determine whether there was a change in awareness levels in understanding the importance of immunizations for pertussis pre- and-post campaign

23. Survey Results Awareness that infants are most at risk for pertussis increased from 19% to 27% Awareness that pertussis can be prevented by vaccinating children and adults increased from 46% to 62%

24. Texas Department of State Health Services Immunization Branch Jack Sims, Manager Contact: Alma Lydia Thompson Alma.Thompson@dshs.state.tx.us 800-252-9152 Alma.Thompson@dshs.state.tx.us