1. Partner with Your Community to Communicate Risk
Frances D. Butterfoss, Ph.D.
R. Clinton Crews, MPH
Center for Pediatric Research
Eastern Virginia Medical School
Children’s Hospital of The King’s Daughters
Norfolk, Virginia
BUTTERFOSS, CREWS, LOUIS
CENTER FOR PEDIATRIC RESEARCH

2. Why Use Partnership Approach?
Partnerships represent authentic voices of
both parents & health professionals
Partnerships have credibility with community institutions, media, legislators
Partnerships actively advocate for priority populations
BUTTERFOSS, CREWS, LOUIS
CENTER FOR PEDIATRIC RESEARCH

3. Principles of Effective Community Partnerships
Membership is inclusive - represents diversity of community
Ongoing planning, assessment & evaluation
of strategic initiatives
Action & advocacy are equally important
Information & decisions shared with members
Members & leaders trained on health issues
BUTTERFOSS, CREWS, LOUIS
CENTER FOR PEDIATRIC RESEARCH

4. 6-Step Action Plan: Vaccine Risk Communication
Clarify vaccine safety issues
Identify key stakeholders
Educate stakeholders about issue(s)
Collaborate to create message
Use community voices to spread message
Evaluate and revise approach
BUTTERFOSS, CREWS, LOUIS
CENTER FOR PEDIATRIC RESEARCH

5. Clarify Vaccine Safety Issues
Step 1
Clarify Vaccine Safety Issues
Keep abreast of safety issues
Develop proactive vs. reactive approach
BUTTERFOSS, CREWS, LOUIS
CENTER FOR PEDIATRIC RESEARCH

6. Step 2 Identify Key Stakeholders Health care providers
Professional societies/associations
Health departments
Local coalitions
Vaccine company representatives
Community leaders
Consumers (e.g. parents)
BUTTERFOSS, CREWS, LOUIS
CENTER FOR PEDIATRIC RESEARCH

7. Step 3 Educate Stakeholders About Issue(s)
Newsletter articles
Community forums
Educational conferences
One-on-one communication
Legislative advocacy
Speakers bureaus
BUTTERFOSS, CREWS, LOUIS
CENTER FOR PEDIATRIC RESEARCH

8. Step 4 Collaborate to Create Message
Shared decision-making to create
arguments, sound bites and educational
materials
BUTTERFOSS, CREWS, LOUIS
CENTER FOR PEDIATRIC RESEARCH

9. Step 5 Use Community Voices to Spread Message
Schools - PTSs, PTDs, Booster Clubs, Newsletters
Grassroots groups & civic associations
Community Institutions - YMCA/YWCA, Boys & Girls Clubs, Scouts, Cooperative Extension (4H)
Community businesses - ads, flyers
Faith Community - Bulletin inserts, Pulpit messages, Health fairs
BUTTERFOSS, CREWS, LOUIS
CENTER FOR PEDIATRIC RESEARCH

10. Step 6 Evaluate and Revise Approach
Involve members in collecting data & interpreting results
Use quantitative & qualitative methods
Focus on quality improvement & best practices
BUTTERFOSS, CREWS, LOUIS
CENTER FOR PEDIATRIC RESEARCH

11. Virginia Addresses Vaccine Safety
BUTTERFOSS, CREWS, LOUIS
CENTER FOR PEDIATRIC RESEARCH

12. Project Immunize Virginia (PIV)
A public–private partnership dedicated to increasing immunizations for vaccine-preventable diseases across the lifespan and throughout the Commonwealth.
“Promote timely immunizations across the lifespan”
BUTTERFOSS, CREWS, LOUIS
CENTER FOR PEDIATRIC RESEARCH

13. Virginia’s Vaccine Safety Issues
Concern about negative media regarding immunizations (Rotavirus and Thimerosal)
Providers and patients receive mixed messages about vaccine
Advocates lack timely information about vaccine issues
Complex immunization schedules
Vaccine handling
BUTTERFOSS, CREWS, LOUIS
CENTER FOR PEDIATRIC RESEARCH

14. PIV Creates their Message
PIV and local coalitions adopted the
following as Virginia’s vaccine safety motto:
“Protecting Our Communities”
BUTTERFOSS, CREWS, LOUIS
CENTER FOR PEDIATRIC RESEARCH

15. PIV Members Spread the Vaccine Safety Message
Developed newsletters for providers/patients
Conducted in-services & lectures
Convened statewide video-conference
Obtained Ambulatory Pediatric Association
grant to develop statewide provider training manual and protocol
BUTTERFOSS, CREWS, LOUIS
CENTER FOR PEDIATRIC RESEARCH

16. Consortium for Infant & Child Health (CINCH)
An inclusive & diverse community partnership
dedicated to improving the health & well being
of children and their families in
Hampton Roads, Virginia
BUTTERFOSS, CREWS, LOUIS
CENTER FOR PEDIATRIC RESEARCH

17. Vaccine Safety & Opposition
Myths & Miscommunication:
Mildly ill children should not be immunized
Certain immunizations & multiple administration of vaccines cause harmful side effects
Action
CINCH members educated physicians & parents
about true contraindications & side effects
BUTTERFOSS, CREWS, LOUIS
CENTER FOR PEDIATRIC RESEARCH

20. Immunize Our Most Important Asset and Educate their Parents

21. Vaccine Safety & Opposition
Autism and Vaccines
Public interest focused on suggestion that (MMR)
vaccine may be linked to autism
Action
CINCH members used continuing education forums
to educate providers & distributed fact sheets on
autism to parents
BUTTERFOSS, CREWS, LOUIS
CENTER FOR PEDIATRIC RESEARCH

22. CINCH Strategies for Vaccine Risk Communication
Annual Vaccine Issues Update for providers
Satellite courses/Telephone conferences
One on One education
Health Fairs/Faith Days
Legislative advocacy
Media campaigns
Letters to local newspaper editors
Flyers/Brochures
BUTTERFOSS, CREWS, LOUIS
CENTER FOR PEDIATRIC RESEARCH

23. Effective Partnership Approaches to Vaccine Safety
Monitor immunization legislation
Assess attitudes & knowledge of providers and patients
Listen to community members
BUTTERFOSS, CREWS, LOUIS
CENTER FOR PEDIATRIC RESEARCH