NIVW 2010 Report

329 views

Published on

CDC campaign for Hispanic community engagement for flu vaccine uptake

  • Be the first to comment

  • Be the first to like this

NIVW 2010 Report

  1. 1. National InfluenzaVaccination Week (NIVW) 2010 Hispanic Media Tour Report December 5-11, 2010 Contract # 200-2007-20028 1
  2. 2. NIVW 2010 Media Tour• Grassroots community outreach objectives: – Support the coordination of vaccine clinics for hard-to- reach (immigrants and rural populations) and at-risk Latinos (pregnant women, youth, and those with chronic diseases) with local health departments and clinics, Latino-serving organizations and the private sector – Engage community- and faith-based organizations to participate in local activities that support NIVW, disseminate materials that educate and promote vaccine uptake, and help push media coverage Health Communications 2
  3. 3. NIVW 2010 Media Tour• Media outreach objectives: – Increase the awareness of the need for flu vaccine uptake given the disparities that exist in vaccination rates among Hispanics and the impact of seasonal flu through media outreach strategies – Secure CDC Spanish-language spokespersons for radio, print, and TV interviews and events – Engage local radio, TV and print media to promote NIVW and to disseminate materials Health Communications 3
  4. 4. NIVW 2010 Media Tour• Media and community outreach to segmented Latino audiences including: – Mexicans – Puerto Ricans – Dominicans – Bolivians• Subgroups: – Pregnant women – Young adults – Older adults – Health workers Health Communications 4
  5. 5. NIVW 2010 Media Tour• Messages, topics, and themes: – Get vaccinated now – Protect yourself, family, and co-workers – Vaccine is safe and there is a large supply – Hispanics are under-vaccinated – Hispanics are an at-risk population because of asthma, obesity and diabetes – Go to flu.gov for more information – Call 1-800-232-4636 (focus on live Spanish-speaking operators and confidentiality) Health Communications 5
  6. 6. NIVW 2010 Community Outreach• Influenza Spanish-language materials: – Media and community leader kit – Radionovela – TV PSA – Matte articles – Question and answer fact sheet – Print ads – Flyers – “Yo me vacuno” stickers, t-shirts, dog tag give-aways Health Communications 6
  7. 7. • Community Outreach Results
  8. 8. Community Outreach Results Summary• Execution of demonstration project with Mexican Embassy and Ventanillas de Salud Program which included: – Survey to assess organizational readiness – Capacity building webinar series on flu vaccination uptake promotion through digital and social media platforms – Development of fact-sheet for immigrant populations – Dissemination of educational resources and vaccination vouchers provided by Walgreens – Engagement of local spokespeople for media outreach – Coordination of local vaccination clinics Health Communications 8
  9. 9. Community Outreach Results Summary• Mass dissemination of vaccination information: – Dissemination of educational resources (flyers, posters, and PSAs) in 25 target markets to 56 partners – Distribution of 1,000 flu vaccination vouchers through health fairs, community clinics, and radio stations in eight target markets in partnership with Walgreens – Distribution of promotional materials (t-shirts, dog tags and stickers) to 20 partners – Coordination of 30 in-community clinics to vaccinate 900+ Latinos Health Communications 9
  10. 10. Campaign Reach Health Communications 10
  11. 11. NIVW 2010 Community Outreach• Markets Fresno, CA Richmond, VA New York City, NY Baltimore, MD Chicago, IL Washington, DC Salem, OR New Orleans, LA Reno, NV Brownsville, TX Salinas, CA Greenville, NC San Jose, CA Hartford, CT Health Communications 11
  12. 12. NIVW 2010 Community Outreach• Markets Tulare, CA Falls Church, VA Yuma, AZ Yerington, NV Phoenix, AZ Albuquerque, NM Miami, FL Tucson, AZ Las Vegas, NV Portland, OR Health Communications 12
  13. 13. NIVW Partner Activities Target Site Partners Audience StrategyBaltimore, Office of the Mayor Mexicans Media eventMD Department of Health Women Vaccination Esperanza Center Youth clinic Mexican Consulate Older Material Hispanic Institute of Blindness Adults dissemination PreventionFresno, CA Mexican Consulate Mexicans Press Department of Health Pregnant conference Family Health Care Network Women Workshop Binational Center for the Development Indigenous Vaccine clinic of Indigenous Oaxacans People Material disseminationSalem, OR Ventanillas de Salud Program Mexicans Voucher Walgreens Youth dissemination Chemeketa Community College Women Material distribution Health Communications 13
  14. 14. NIVW Partner Activities Target Site Partners Audience StrategyNew York Ventanillas de Salud Program Women MaterialCity, NY Bellvue Hospital Center Health dissemination workersChicago, IL Mujeres en Accion Women Material disseminationReno, NV University of Nevada Reno Women Material State Health Division Youth dissemination Mexican Consulate People with Voucher Ventanillas de Salud Program chronic distribution Mariposa Academy diseases Vaccine clinic Walgreens Media interviews Northern Nevada Vaccine Coalition Health Communications 14
  15. 15. NIVW Partner Activities Target Site Partners Audience StrategySalinas, CA Walgreens Farm Material Clinica del Valle workers dissemination Radio Campesina Women Voucher Univision Youth distribution Media promotionsRichmond, Hispanic Institute for Blindness Mexicans VoucherVA Prevention Women distribution Walgreens Youth Material Mexican Consulate of DC Older adults dissemination Iglesia Richmond Outreach CenterNew Orleans, Ventanillas de Salud Program Women MaterialLA Young dissemination adults Vaccine clinic Health Communications 15
  16. 16. NIVW Partner Activities Target Site Partners Audience StrategyBrownsville, Colonias Project Texas A & M Mexicans MaterialTX Department of Public Health City of Women dissemination Brownsville Young Health fair Familias en Accion por la Salud adults Promotora Border Health Commission outreachGreenville, AMEXCAN Older adults MaterialNC Lenoir Community College Parents dissemination Pitt Community College Young Health fairs National Alliance of Latin American and adults Caribbean Communities Pitt County Health Department Farm workers Mexican Consulate of RaleighHartford, CT Centro de la Comunidad Puerto Material Hispanic Health Council Ricans dissemination Dominicans Health Communications 16
  17. 17. NIVW Partner Activities Target Site Partners Audience StrategyTulare, CA Family Health Care Network Health care Workshops Tulare County Health Department workers Vaccinc clinic Promotoras Material disseminationYerington, NV Nevada State Health Division Mexicans Vaccination Holy Cross Catholic Church Women clinic Mexican Consulate of Las Vegas Young Material adults disseminationAlbuquerque, Mexican Consulate of Albuquerque Women VaccinationNM Paisano Market Young clinics New Mexico Department of Health adults Material Older adults dissemination Health Communications 17
  18. 18. NIVW Partner Activities Target Site Partners Audience StrategyFalls Church, Hispanic Institute for Blindness Bolivians VoucherVA Prevention Young distribution Walgreens adults Material Bolivian Consulate Women dissemination Tenants and Workers Committee in Day Culmore LaborersLas Vegas, Mexican Consulate of Las Vegas Women MaterialNV University of Las Vegas Young dissemination Nevada Association of Latin Americans adults Vaccination Nevada State Health Division Older adults clinics People with chronic diseasesPhoenix, AZ Mexican Consulate Women Material Ventanillas de Salud Program Young dissemination adults Health Communications 18
  19. 19. Media Results Summary Media Outreach Results
  20. 20. Media Results Summary• Preliminary data indicate a total of 10,683,675 impressions from television, radio, print, and online PSAs, news stories and interviews• Secured commitment from Univision for event coverage in Fresno and Salinas. The latter developed their own PSA to promote the vaccination and disseminated vouchers from Walgreens• Live interviews mobilized local communities to call for vaccine voucher give aways and allowed for CDC spokespeople to address questions related to vaccine safety Health Communications 20
  21. 21. Donated Media by HHS Regions 9% 18% Region 2- NY, NJ18% Region 3- MD, DC, VA Region 4- FL Region 6-TX Region 8-CO 28% Region 9- CA, NV 9% Region 10- WA 9% 9% Health Communications 21
  22. 22. NIVW Media Outreach Results Outlet City Activity Impressions Donated ValueKTCK 1270 AM Dallas-Fort Worth, Live Interview Work in progress Work in progress Texas T-shirts Give AwayKRYE 104.9 Colorado Live Interview Work in progress Work in progress T-shirt Give AwayKIQI10.10 San Francisco Live Interview Work in progress Work in progress T-shirt Give AwayWSUA 1260 AM Miami, Taped Interview Work in progress Work in progress New York T-shirts Give Away New JerseyWLZL 99 FM Washington DC Live Interview Work in progress Work in progress Maryland T-shirt Give Away VirginiaKGRE 1450 AM Greeley, CO Live and Taped Interview Work in progress Work in progress T-shirt Give AwayKMOR-92.9 FM Fort Collins, CO Taped Interview Work in progress Work in progressWPWC 1480 AM Washington , DC Live Interview Work in progress Work in progress T-shirt Give Away Health Communications 22
  23. 23. NIVW Media Outreach Results Outlet City Activity Impressions Donated ValueWFZO 99.1 FM Dallas, Texas Taped Interview Work in progress Work in progressKGBT-98.5 FM McAllen, Texas Live Interview Work in progress Work in progress Live Reads T-shirts/Dog Tags Give AwayKBTQ- 96.1 FM McAllen, Texas Live Interview Work in progress Work in progress Live Reads T-shirts/Dog Tags Give AwayKGBT 1530 AM McAllen, Texas Live Interview Work in progress Work in progress Live Reads T-shirts/Dog Tags Give AwayKIWI 102.9 FM Bakersfield, CA Live Interview Work in progress Work in progressKSEA-107.9 FM Visalia, Salinas, CA Live Interview Work in progress Work in progressKRNV 102.1 FM Reno, NV Live Interview Work in progress Work in progress Health Communications 23
  24. 24. NIVW Media Outreach Results Outlet City Activity Impressions Donated ValueKREN TV 27 Reno, NV Taped Interview 320,000 $1,000Univisión T-shirts/Dog Tags Give Away VouchersKQLO Reno , NV Live Interview 7,597 $1201590 AM Vouchers T-shirts/Dog Tags Give AwayAhora Latino Reno, NV Newspaper Interview 16,200 $408JournalEl Sol de Reno, NV Newspaper Interview 135,000 $1,040NevadaKSTS TV 48 San Jose ,CA Live Interview 498,000 $1,500Telemundo T-shirts/Dog Tags Give Away VouchersEl Observador San Jose ,CA Newspaper Interview 205,200 $504NewspaperVida en el Valle Fresno, Visalia, Newspaper Interview 433,775 $2,113 Bakersfield, CA Health Communications 24
  25. 25. NIVW Media Outreach Results Outlet City Activity Impressions Donated ValueKFTV TV 21- Fresno-Visalia Produced on PSA, 4,245,480 $9,600Univision TV DMA, CA Promoted activity calendarKMQA 100.5 FM Tulare, CA Live Interview with CDC 120,000 $820 Spokesperson T-shirts/Dog Tags Give Away VouchersKSMS TV 67 Monterrey, CA On location coverage story 937.950 $8.000Univision Taped Interview with CDC Spokesperson PSA Distribution Live Interview with local pharmacist VouchersKCEL 106.9 FM Los Angeles, Live Reads 1,429,922 $7,300 CA T-shirts/Dog Tags Give AwayKBNA 97.5 FM El Paso, TX Live Reads Work in Progress Work in Progress T-shirts/Dog Tags Give Away Health Communications 25
  26. 26. NIVW Media Outreach Results Outlet City Activity Impressions Donated ValueKAMA 750 AM El Paso, TX Live Reads Work in progress Work in progress T-shirts/Dog Tags Give AwayWSKQ-FM New York PSA 1,074,609 $7,240WRMA Miami PSA 447,263 $3,984 Ft Lauderdale , FLKUFW Fresno, Visalia, Live Reads 55,070 $ 395 Tulare, CAKCEC Yuma,,WA Live Reads 30,883 $ 550KLOL Houston, TX PSA 584,924 $2,152WRUM-FM Orlando, FL PSA 141,802 $2,190 Health Communications 26
  27. 27. Lessons Learned• Campaign successes substantiate formative research that reveals: – Messages consistent with values of community are salient to target audience – Perception of risk is influenced by local control of problem which was reinforced by the message drive – Trusted local community partners effectively facilitate flu vaccine uptake by distancing message from unknown entities – Private and public partnerships strengthen the reach of the campaign message by leveraging resources – Local media outlets act as a catalyst for desired health practices by increasing the immediacy of the call to action Health Communications 27
  28. 28. Recommendations• Continue aggressive community and media outreach strategies in partnership with Ventanillas de Salud Programs given broadened partnership with private sector• Broaden level of engagement with segmented Latino audiences to reach Bolivian, Guatemalan, Puerto Rican, and Dominican audiences• Expand integration of messages through social and digital media platforms through high indexing Hispanic local sites• Develop a fotonovela to reinforce key messages with low literacy Hispanics• Continue to engage CDC spokespeople for media interviews to leverage partnerships• Develop a training on utility of Hispanic Risk Communication Model for message mapping Health Communications 28
  29. 29. Next Steps• Select second-tier target market sites for next phase of campaign to promote late season vaccination• Continue partnership with Ventanillas de Salud Programs and HHS regional offices to distribute Walgreens vaccination vouchers• Disseminate radionovela, launch video file and other promotional materials in key target markets• Conduct a training for application of Hispanic Risk Communication Model in health marketing strategies• Evaluate imprint of campaign messages and determine saliency of vaccination uptake for Hispanics in key markets Health Communications 29
  30. 30. J. Carlos Velázquez, MA Project Directorcvelazquez@hmaassociates.com (202) 342-0676 ext. 107 30

×