07 newclimate comm plan

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07 newclimate comm plan

  1. 1. UNDERSTANDING THE CLIMATE FOR COMMUNICATION ON VACCINES AND ADVERSE EVENTS Vaccines and Biologicals, 1999
  2. 2. <ul><li>If we have no fear of vaccines, but have fear of disease, we vaccinate our children </li></ul><ul><li>If we have no fear of vaccines, but no fear disease either, there is inertia </li></ul><ul><li>But if we have no fear of disease, but fear of vaccines, we refuse immunization </li></ul>Source: LW Sullivan, President Morehouse School of Medicine, Georgia US. At US National Immunization Conference, Atlanta, Georgia, July 1998
  3. 3. http://www.sciencesetavenir. com/tempsfort/page7.html Sciences et Avenir, November 2001
  4. 4. Philippines warns tetanus toxoid is a contraceptive!
  5. 5. <ul><li>Target diseases disappearing </li></ul><ul><li>Difficult to prepare for crises </li></ul><ul><li>New communications: television and Internet </li></ul><ul><li>Bad news more exciting than good news </li></ul><ul><li>Very technical subject with difficult concepts to explain </li></ul>A communications challenge
  6. 6. Risk when disease is virtually absent Risk during an epidemic Concepts difficult even for professionals e.g. “ temporal” vs.“causal” association, “ relative risk”, “ risk assessment” A communications challenge
  7. 7. <ul><li>Parents seek litigation </li></ul><ul><li>Is the service for the benefit of individual or society? </li></ul><ul><li>Compulsory or opt-out? </li></ul><ul><li>Mass campaigns vs. right to choose </li></ul><ul><li>Compensation </li></ul>Legal aspects
  8. 8. ADVERSE EVENTS <ul><li>Anti-vaccine lobby reduced coverage with pertussis vaccine </li></ul>Does it matter?
  9. 9. 1940 1950 1970 1980 1990 Vaccine uptake DTP introduced 81% 31% 93% Cases per 100000 Year Source: Gangarosa. Lancet 351, 1998 1960 INCIDENCE OF PERTUSSIS IN COUNTRIES AFFECTED BY ACTIVE ANTI-VACCINE MOVEMENTS (United Kingdom) 0 100 200 300 400 500 I Active AVM
  10. 10. <ul><li>Anti-vaccine lobby reduced coverage with pertussis vaccine </li></ul><ul><li>Number of cases and deaths rose for some years afterwards </li></ul>Does it matter?
  11. 11. <ul><li>Anti-vaccine lobby reduced coverage with pertussis vaccine </li></ul><ul><li>Number of cases and deaths rose for some years afterwards </li></ul><ul><li>Conclusion: anti-vaccine propaganda hurts the programme and the kids </li></ul>Does it matter?
  12. 12. <ul><li>Increased patients rights to choice </li></ul><ul><li>Increased demand for transparency </li></ul><ul><li>Modern communications </li></ul><ul><li>Scientifically complex information </li></ul><ul><li>Decreased prevalence of vaccine-preventable diseases </li></ul><ul><li>Imagination in communication </li></ul><ul><li>And it often leads to a crisis………. </li></ul>In summary….
  13. 13. COMMUNICATIONS PLANNING
  14. 14. WHY A COMMUNICATION PLAN? <ul><li>Public concern on health issues is high </li></ul><ul><li>Crisis is common </li></ul><ul><li>Complex messages </li></ul><ul><li>Low budgets </li></ul>
  15. 15. A COMMUNICATION PLAN… <ul><li>allows you to be proactive rather than reactive </li></ul><ul><li>allows you to focus on the programme’s goal and develop strategic linkages with key partners </li></ul>
  16. 16. A COMMUNICATION PLAN… <ul><li>Is designed to </li></ul><ul><ul><li>correct a negative situation </li></ul></ul><ul><ul><li>achieve a well-defined objective </li></ul></ul><ul><ul><li>maintain an existing situation </li></ul></ul>
  17. 17. COMMUNICATIONS PLANNING <ul><li>Involve partners in the planning process </li></ul>
  18. 18. WHO ARE MY PARTNERS? (1) <ul><li>Other ministries or units within the MOH </li></ul><ul><li>International organizations e.g. WHO, UNICEF, UNDP </li></ul><ul><li>NGOs such as rotary, save the children, etc </li></ul><ul><li>Bilateral government bodies, e.g. USAID, NORAD... </li></ul><ul><li>Foundations </li></ul><ul><li>Voluntary organizations </li></ul><ul><li>Schools and universities </li></ul>
  19. 19. WHO ARE MY PARTNERS? (2) <ul><li>Specialists e.g. virologists </li></ul><ul><li>Advertising agencies </li></ul><ul><li>Market research agencies </li></ul><ul><li>Government radio/TV </li></ul><ul><li>The media </li></ul><ul><li>Communities </li></ul><ul><li>Etc………………………….. </li></ul>
  20. 20. PROVIDE BACKGROUND <ul><ul><li>define the problem or opportunity </li></ul></ul><ul><ul><li>examine the strengths, weaknesses of opportunities and threats to your programme </li></ul></ul><ul><ul><li>gather information on what happened in the past, what is currently happening, and what is expected to happen </li></ul></ul>
  21. 21. STATE THE GOAL <ul><li>a big picture statement about what you want to achieve </li></ul>
  22. 22. THE GOAL SHOULD BE DEVELOPED TO… <ul><ul><li>inform </li></ul></ul><ul><ul><li>persuade </li></ul></ul><ul><ul><li>motivate or </li></ul></ul><ul><ul><li>achieve mutual understanding </li></ul></ul>
  23. 23. IDENTIFY OBJECTIVES <ul><li>should be focused and measurable </li></ul><ul><li>What do you do you hope to accomplish? </li></ul>
  24. 24. EXAMPLES OF OBJECTIVES <ul><li>to increase awareness of childhood immunization </li></ul><ul><li>to ensure messages are consistently delivered in a timely and accurate manner </li></ul>
  25. 25. DEFINE TARGET AUDIENCES <ul><li>The people most affected by or most influential in accepting an idea, programme, or event </li></ul><ul><li>Target audiences </li></ul><ul><ul><li>internal </li></ul></ul><ul><ul><li>employees, boards </li></ul></ul><ul><ul><li>external </li></ul></ul><ul><ul><li>media, community, partners, government, families </li></ul></ul>
  26. 26. CHOOSE MESSAGES <ul><li>What do you want the audience to hear and retain? </li></ul>
  27. 27. DEVELOP STRATEGIES <ul><li>A plan of action that describes what tools will be used to reach the audience </li></ul><ul><li>Tools and Tactics </li></ul><ul><ul><li>press releases, fact sheets, brochures, advertising, posters, displays, web site </li></ul></ul>
  28. 28. COORDINATE TIMEFRAME <ul><li>develop a timetable that shows the start and completion of each strategy </li></ul>
  29. 29. ESTABLISH BUDGET <ul><li>How much will it cost to implement all of the strategies? </li></ul>
  30. 30. EVALUATION <ul><li>results and outcomes against objectives </li></ul>

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