DIVERSE MEDIA PROJECT

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Eugene Gray
5 years ago
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1 DIVERSE MEDIA PROJECT Minnesota Department of Health Immunization Program Andrea Ahneman, M.A. Communications and Social Media Planner AIM Program Managers Meeting July 9, 2014

2 Project Objectives Focus on health communication best practices and theory Utilize Minnesota immunization coverage data Address vaccine hesitancy in new immigrant communities Communicate about the importance of perinatal hepatitis B prevention for communities disproportionately affected Address vaccine hesitancy for influenza vaccine, particularly for African American adults Disseminate messages about important vaccines needed for international travel Communicate about new vaccine recommendations Tdap in pregnancy, HPV vaccine

3 Getting Started Assembled internal partners Immunization program Refugee health program Communications unit Engaged trusted diverse media partners to provide messages Immunization & Pregnancy (English)

4 Media Partners Print and Online Contracted with 10 print and online publications Communities reached: Hispanic Hmong Somali East African African American Native American* Ads translated into Spanish, Somali, Amharic, and Hmong *Started August 2013 Think Measles (Amharic)

5 Media Partners - Radio Contracted with a radio station to run 30 second PSAs. Total of 150 messages each month Messages spread out over a variety of radio shows which are aired in different languages Radio PSAs translated into 8 languages: Amharic Hmong Khmer Oromo Somali Spanish Tagalog Vietnamese Chöông trình treân ñaøi KFAI ñöôïc Sôû Y Teá Minnesota ñaøi thoï. Caùc chuûng ngöøa quyù vò caàn khoâng ngöng khi quyù vò trôû thaønh ngöôøi lôùn. Ngöôøi lôùn caàn chuûng ngöøa uoán vaùn, baïch haàu, ho gaø, vieâm phoåi, vaø caùc beänh khaùc. Quyù vò coù theå baûo veä cho mình vaø nhöõng ngöôøi chung quanh khoâng bò beänh coù theå phoøng ngöøa ñöôïc. Thoâng tin coù saün taïi health chaám state chaám MN chaám US gaïch cheùo immunize Adult immunization PSA (Vietnamese)

6 Radio PSA Example About changes to Minnesota s Immunization Law Airing on Radio Rey in Spanish

7 Contracting Details Influenza (Somali) Contracts for each media outlet ranged from $1,400 to $5,000 per year $26,000-$30,000 total annual cost 317 funding Bimonthly schedule with 6 topics per year 4 topics for a couple publications

8 Reach and Cost (2012) Outlet Target Population Media Type Reach Price Per Ad Total Cost Asian American Asian American immigrants Newspaper, website 15,000 (print) $346 $2,076 Press Hmong Times Hmong immigrants Newspaper, website 15,000 (print) $245 $1,473 La Prensa Hispanic immigrants Newspaper, website 15,000 (print) $242 $1,452 Liberian Journal Liberian immigrants Website, listserv 10,000 (online) $415 $2,500 Mshale African immigrants Newspaper, website, listserv 10,000 (print) 6,000 (online) $415 (print) $0 (online) $2,500 Pepper Soup African immigrants Website 1000 (online) $415 $2,500 Ze-Habesha/Medina Ethiopian immigrants Newspaper, website, listserv KFAI Eritrean, Filipino, Hmong, Khmer, Oromo, Hispanic, Somali, Vietnamese, Ethiopian 7,000 (print) 15,000 (online) $415 (print) $0 (online) $2,500 Radio 40,000 $33 $5,000 Reach per topic is approximately 160,000 individuals

9 Large amount of space dedicated to our message Article above the fold Color ad Hmong Today July 2013

10 Message Creation Workflow Content matter experts, communications, and refugee health staff meet to discuss the key message for the ad Content matter experts draft text for the print ad, radio PSA, and an article Communications staff get the messages translated and design the print/online ads. Refugee health staff send the ads and PSAs to the diverse media partners From start to finish, the creation of ads, PSAs, and articles takes about 2 months.

11 Timeline

12 Immunization Topics Adolescent immunization Adult immunization Hepatitis HPV vaccine Immunization and pregnancy Infant immunization Influenza Measles and international travel Perinatal hepatitis B Pertussis/Tdap Perinatal hepatitis B (Spanish)

13 Anatomy of an Ad Key message/ headline Culturally appropriate image Explanation Website for more info Logo Immunization & Pregnancy - African American audience

14 Anatomy of an Ad Key message/ headline Culturally appropriate image Explanation Logo Perinatal hepatitis B (Somali) Website for more info

15 Outcomes and Evaluation Internal process evaluation Informational interviews with media partners to get feedback Very positive feedback on the messages, images, and articles No negative feedback from the community View MDH as a credible source of health information Graduate student conducted a cost effectiveness evaluation Very cost effective to continue with the project Received discounted ad prices Received additional space for free

16 Looking Ahead Want to incorporate other types of media Social media or video Contract with additional media partners Better outreach to African American & American Indian communities Incorporate stories More rigorous evaluation Feedback from partners Community input Perinatal hepatitis B American Indian audience

17 How to Replicate 1. Pinpoint your audience 2. Identify your internal partners 3. Look for trusted media outlets 4. Define your budget and available staff time 5. Build in a plan to get feedback from the community and/or media partners Pertussis/Tdap (Spanish)

18 Thank you! Adolescent vaccination (Hmong) HPV vaccine (Amharic)

Immunization Materials for Use with the Public Order Form

Immunization Materials for Use with the Public Order Form www.health.state.mn.us/divs/idepc/immunize/ordermat.html Fax: 651-1-5501 Mail: Minnesota Department of Health Immunization Program Phone: 1-800-657-3970