The National Influenza Vaccination Disparities Partnership: Lessons Learned for Effective Community Engagement
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1 The National Influenza Vaccination Disparities Partnership: Lessons Learned for Effective Community Engagement 1 st National Immunization Conference Online March 26-28, 2012
2 Summary of Success The Hispanic stakeholders of the National Influenza Vaccination Disparities Partnership were instrumental in executing* Recruitment of 320 community partners from all HHS regions Focused community outreach in 30 target markets Coordination of 72 promotional events Distribution of 28,703 promotional materials including posters, flyers, reminder cards, stickers, and fotonovelas Influenza webinar for 49 Consulate staff of four Latin American countries presented by CDC subject matter expert, Dr. Aaron Storms Vaccination of 4,527 Hispanics at 42 flu clinics in seven target markets Engagement of 43 media partners within Hispanic and African American communities A total of 16,241,955 impressions for radio, print, television and online outlets during National Influenza Vaccination Week (December 4-11, 2011) Based on preliminary data
3 Campaign Purpose Assist CDC to identify and develop action-oriented partnerships to support promotional activities Support influenza vaccination uptake marketing strategies Broaden community involvement Engage multi-sector alliances Coordinate activities with grassroots organizations, community clinics, pharmacies, and health departments
4 Campaign Partnerships Multi-sector partnerships function as connection points to Provide awareness of the importance and benefits of influenza vaccination Distribute culturally and linguistically competent health communication materials Maximize available partner resources Coordinate promotional activities Conduct media outreach for NIVW events
5 Community Engagement Outreach Strategies Broaden base for Partnership and secure campaign pledges Capture real stories from health champions for story bank and for local story placement Coordinate with partners local flu vaccination clinics Distribute free flu vaccination vouchers Mobilize key partners in 30 target markets for aggressive outreach activities including distribution of promotional materials
6 Promotional Materials Materials disseminated to partners Community leader and media kit Radionovela Matte articles Fact sheets Posters and flyers T-shirts and lunch bags Stickers Fotonovela Reminder cards
7 Partner Recruitment Partners Three-fold increase in partnership engagement 0 Sept Oct Nov Dec Jan Feb Mar
8 Partner Pledges Social media 3 Pledge Activity & Follow Through Host meeting Online pledge 1 13 Pledge Promote vaccination 41 NIVW clinics Recruit spokespeople 3 20 Completed Activity Engage organization
9 Partner Events by HHS Region* 12% 4% 2% 6% 8% 8% 10% 50% Region 01: RI Region 03: MD, DC, VA Region 04: FL, NC, AL Region 05: IL Region 06: TX, OK Region 08: UT Region 09: CA, NV Region 10: OR *Based on preliminary data
10 Influenza Vaccinations by HHS Region* Vaccinations Administered Region 3: MD DC VA Region 4: FL NC Region 5: IL Region 6: TX LA NM Region 8: UT Region 9: NV CA *Based on preliminary data
11 DC Media Event 2011 NIVW Launch Event Event hosted by the DC Office on Latino Affairs Media event with Jaime Moreno, premier professional soccer star and coach from DC United Public vaccination with dignitaries from Consulates of Mexico, Peru, Bolivia, El Salvador, and Uruguay Jaime Moreno, DC United soccer star
12 Richmond Media Event 2011 NIVW Launch Event: Event hosted by the Office of Mayor Dwight C. Jones, Richmond Department of Health, and Office of Aging Press conference with Dr. Nadine Gracia (OMH/HHS) Hosted by faith leaders within underserved community Dr. Gracia and elected and health official in Richmond, VA
13 In Community
14 In Community
15 In Community
16 Media Engagement
17 Partners Communication Influential E-newsletter monthly publication November, 2011 December, 2011 January, 2012 February, 2012
18 Earned Media Univision Washington DC Univision KSMS TV 67 (Salinas, CA) El Zol FM (Washington, DC) Hispanic Media Outlets Univision, KLDO TV 27 (Laredo, TX) Telefutura, KETF TV 31 Univision KLUZ TV 41 (Albuquerque, NM) Telefutura, KTFQ TV 14 Univision KINC TV 15 (Las Vegas, NV) WOCN ESPN 1Partners Communication 450 AM (Miami, FL) WMGE La Mega 94.9 FM DC United web site posting Tricolor KRZY FM (Albuquerque, NM) Telefutura KLUZ, Channel 41 Jose KRZY 1450 AM KGRE 1450 AM (Greenley, CO) KRYE FM (Pueblo, CO) KRKY FM (Estes Park, CO) Univision KREN TV 27 (Reno, NV) Telefutura KNVV TV 41 Univision KVYE TV 7 (Yuma, CA) Telefutura KAIB TV 54 (El Centro, CA) WUSA Radio Caracol 1260 (Miami, FL)
19 Earned Media African American Media Outlets Washington Informer Hicks Picks Blogger Site (Richmond) Richmond Times Dispatch Jackson Advocate Richmond Examiner Richmond Voice WRIC Channel 8 News (Richmond) KISS Radio FM (Richmond)
20 Blogging Results Ahorros para Mamá (Savings for Mom) Engagement Level Total page visits 719 Impressions 7,843 Total page likes 6
21 Máma XXI (21 st Century Mom) Engagement Level Total page visits 2,371 Impressions 6,291 Total page likes 5 Blog comments 8 Facebook likes 3 Twitter tweets 2 Featured Dr. Storms (CDC) interview Blogging Results
22 Blogging Results Mejorando mi Hogar (Home Improvement) Engagement Level Total page visits 9,256 Impressions 12,943 Facebook 1 post; 4 shares Twitter 1 tweet; 6 re-tweets
23 Blogging Results Mundo de Mamá (Mom s World) Engagement Level Total page visits 22 Impressions 10,576 Total page likes 7; shares 7 Tweets 3 Featured interview with premier soccer player and coach Jaime Moreno (DC United)
24 Media Outreach Dr. Azziz (CDC) at NIVW media event at Washington, DC
25 Media Outreach Flu vaccination clinic participant at Office on Latino Affairs, Washington, DC
26 DC United Website Media Outreach
27 Univision coverage in Washington DC and Salinas, CA Media Outreach
28 Media Outreach
29 Media Outreach
30 Lessons Learned
31 For Additional Information Contact J. Carlos Velázquez, MA Vice President of Community Engagement (202) ext. 107
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