1. Innovative Strategies to Promote Adult Immunizations
National Immunization Conference
CDC/NIP
March 2003
Chicago, IL
R. Clinton Crews, MPH
Center for Pediatric Research
Norfolk, VA

2. Objective
To highlight innovative strategies to promote adult immunizations.
R. Clinton Crews, MPH
Center for Pediatric Research

3. Background
Each year in the United States, up to 60,000 adults die from vaccine-preventable diseases or their complications
Most adults realize that immunizations play an important role in keeping infants and children healthy, however, many are unaware that readily available vaccines offer a safe and cost-effective way of to prevent serious illness and death among adults
R. Clinton Crews, MPH
Center for Pediatric Research

4. Adult Immunization Initiatives
The National Medical Association:
Strategy: “Immunization - A Family Affair” is a physician educational program focused on increasing adult immunization rates and decreasing disparities in the African American community
Outcome: Eleven interactive training sessions targeting minority health care providers were conducted during year 2000
R. Clinton Crews, MPH
Center for Pediatric Research

5. Adult Immunization Initiatives
Rhode Island Department of Health:
Strategy: The Ocean State Adult Immunization Coalition (capacity and partnership building)
Outcome: In two years, increased the adult immunization rate to 76% and its national ranking to number one
R. Clinton Crews, MPH
Center for Pediatric Research

6. Comparative Influenza Vaccination Rates (65+) for New England 1995 - 1999
Source: Behavioral Risk Factor Surveillance System, Centers for Disease Control and Prevention
Prepared by Rhode Island Department of Health, Division of Disease Control and Prevention, February, 2002
R. Clinton Crews, MPH
Center for Pediatric Research

7. Project Immunize Virginia Adult Immunization Initiatives
Wellness Baskets
Spokesperson
Strategic Partnerships
Vaccinate and Vote
R. Clinton Crews, MPH
Center for Pediatric Research

8. Overview
Project Immunize Virginia (PIV) is a statewide public-private partnership whose goal is to “promote immunizations across the lifespan.”
R. Clinton Crews, MPH
Center for Pediatric Research

9. Wellness Baskets Goal: To dispel the myths about flu shots
Adult Standard addressed:
Standard 1 – Encourage the promotion of appropriate vaccine use through information campaigns about the benefits of immunizations
R. Clinton Crews, MPH
Center for Pediatric Research

10. Wellness Baskets
Strategy: Wellness baskets containing items to soothe the flu were distributed to media outlets through the state
Partners: Local immunization coalitions, Area Agencies on Aging, Virginia Pharmacists Association & Quality Improvement Organization
R. Clinton Crews, MPH
Center for Pediatric Research

11. “Ward Off the Flu” Blues
When you’re sneezing & sniffling
and don’t know what to do. . .
It could be a cold, it could be “The Flu”
One little shot can keep YOU from getting sick
find out where to get it
and please make it quick!
We hope you won’t need this basket,
So here’s what you do,
Go get the flu shot,
It’s better than getting “The Flu”
R. Clinton Crews, MPH
Center for Pediatric Research

12. Wellness Baskets Outcomes: Strategy was very popular with members
Strategy was conducted for two years, adult immunization awareness week
532 media outlets received baskets
Impact of this strategy was difficult to measure
R. Clinton Crews, MPH
Center for Pediatric Research

13. Spokesperson
Goal: To assist PIV in heightening the public’s awareness about immunizations
Strategy: Develop a PSA’s promoting immunizations and participate in PIV media events
Adult Standard addressed: Standard 1
R. Clinton Crews, MPH
Center for Pediatric Research

14. Spokesperson
R. Clinton Crews, MPH
Center for Pediatric Research

15. Spokesperson Outcomes:
Since 1999, PIV has received ~1000 hours of free air time for the Willard Scott Flu PSA
45 copies has been distributed to media outlets in VA
PIV members have purchased air time in large media markets for the PSA
R. Clinton Crews, MPH
Center for Pediatric Research

16. Strategic Partnerships
Partner: The American Lung Association of Virginia
Strategy – Developed a “where to find the flu shot” website for providers and the public (useful in the years of the vaccine delay)
Partner: The Virginia Health Quality Improvement Center (QIO)
Strategy – Developed a “immunization resource kit” for health care providers (useful in promoting PIV resources and evidence-based strategies)
R. Clinton Crews, MPH
Center for Pediatric Research

17. Strategic Partnerships
Adult Standard addressed:
Standards 2 & 6 – Encourages providers; all staff (of nursing homes) to be immunized
Standard 4 – Recommends that providers develop a recall system for high-risk patients
Standard 5 - Recommends that high-risk patients be immunized prior to discharge
Standard 9 – Encourages that benefit programs cover adult immunization services
R. Clinton Crews, MPH
Center for Pediatric Research

18. Vaccinate and Vote
Goal: To empower the Hopewell community; raise awareness about the need to immunize adults; and reduce the number of older adults affected by flu and pneumonia by linking them to available community resources.
Adult Standard addressed: Standard 1
R. Clinton Crews, MPH
Center for Pediatric Research

19. Vaccinate and Vote Strategy: Promote the availability of the flu
shots to voters at polling sites.
Activities: Media Event - Press Conference and Community Information Forum; Volunteer Training Session; Poll Workers; and Flu Clinic
Partners: PIV and Hopewell Immunization
Partnership plus 32 additional local
community and state partners
R. Clinton Crews, MPH
Center for Pediatric Research

20. R. Clinton Crews, MPH
Center for Pediatric Research

21. Vaccinate and Vote Immunize, Virginia. It means you, too!
R. Clinton Crews, MPH
Center for Pediatric Research

22. R. Clinton Crews, MPH
Center for Pediatric Research

23. Vaccinate and Vote Outcomes: 85 community and 5 medical volunteers
3 local newspaper articles
Airing of PIV Flu PSA
354 flu shots given (95% to persons 65+)
R. Clinton Crews, MPH
Center for Pediatric Research

24. Resources for Promoting Adult Immunizations
Centers for Disease Control and Prevention, National Immunization Program
Centers for Medicare and Medicaid Services
Immunization Action Coalition
National Coalition for Adult Immunization
National Foundation for Infectious Diseases 
National Partnership for Immunization 
R. Clinton Crews, MPH
Center for Pediatric Research

25. For More Information Please Contact: R. Clinton Crews, M. P. H
For More Information Please Contact: R. Clinton Crews, M.P.H Project Immunize Virginia Center for Pediatric Research Eastern Virginia Medical School Children’s Hospital of The King’s Daughters Norfolk, Virginia
R. Clinton Crews, MPH
Center for Pediatric Research