CDC campaign for Hispanic community engagement for flu vaccine uptake

1. National Influenza
Vaccination Week (NIVW) 2010
Hispanic Media Tour Report
December 5-11, 2010
Contract # 200-2007-20028
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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
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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
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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
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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)
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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
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7. •
Community Outreach Results

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
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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
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10. Campaign Reach
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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
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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
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13. NIVW Partner Activities
Target Site Partners Audience Strategy
Baltimore, Office of the Mayor Mexicans Media event
MD Department of Health Women Vaccination
Esperanza Center Youth clinic
Mexican Consulate Older Material
Hispanic Institute of Blindness Adults dissemination
Prevention
Fresno, 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
dissemination
Salem, OR Ventanillas de Salud Program Mexicans Voucher
Walgreens Youth dissemination
Chemeketa Community College Women Material
distribution
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14. NIVW Partner Activities
Target Site Partners Audience Strategy
New York Ventanillas de Salud Program Women Material
City, NY Bellvue Hospital Center Health dissemination
workers
Chicago, IL Mujeres en Accion Women Material
dissemination
Reno, 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
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15. NIVW Partner Activities
Target Site Partners Audience Strategy
Salinas, CA Walgreens Farm Material
Clinica del Valle workers dissemination
Radio Campesina Women Voucher
Univision Youth distribution
Media
promotions
Richmond, Hispanic Institute for Blindness Mexicans Voucher
VA Prevention Women distribution
Walgreens Youth Material
Mexican Consulate of DC Older adults dissemination
Iglesia Richmond Outreach Center
New Orleans, Ventanillas de Salud Program Women Material
LA Young dissemination
adults Vaccine clinic
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16. NIVW Partner Activities
Target Site Partners Audience Strategy
Brownsville, Colonias Project Texas A & M Mexicans Material
TX Department of Public Health City of Women dissemination
Brownsville Young Health fair
Familias en Accion por la Salud adults Promotora
Border Health Commission outreach
Greenville, AMEXCAN Older adults Material
NC 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 Raleigh
Hartford, CT Centro de la Comunidad Puerto Material
Hispanic Health Council Ricans dissemination
Dominicans
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17. NIVW Partner Activities
Target Site Partners Audience Strategy
Tulare, CA Family Health Care Network Health care Workshops
Tulare County Health Department workers Vaccinc clinic
Promotoras Material
dissemination
Yerington, NV Nevada State Health Division Mexicans Vaccination
Holy Cross Catholic Church Women clinic
Mexican Consulate of Las Vegas Young Material
adults dissemination
Albuquerque, Mexican Consulate of Albuquerque Women Vaccination
NM Paisano Market Young clinics
New Mexico Department of Health adults Material
Older adults dissemination
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18. NIVW Partner Activities
Target Site Partners Audience Strategy
Falls Church, Hispanic Institute for Blindness Bolivians Voucher
VA Prevention Young distribution
Walgreens adults Material
Bolivian Consulate Women dissemination
Tenants and Workers Committee in Day
Culmore Laborers
Las Vegas, Mexican Consulate of Las Vegas Women Material
NV University of Las Vegas Young dissemination
Nevada Association of Latin Americans adults Vaccination
Nevada State Health Division Older adults clinics
People with
chronic
diseases
Phoenix, AZ Mexican Consulate Women Material
Ventanillas de Salud Program Young dissemination
adults
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19. Media Results Summary
Media Outreach Results

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
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21. Donated Media by HHS Regions
9%
18%
Region 2- NY, NJ
18%
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%
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22. NIVW Media Outreach Results
Outlet City Activity Impressions Donated Value
KTCK 1270 AM Dallas-Fort Worth, Live Interview Work in progress Work in progress
Texas T-shirts Give Away
KRYE 104.9 Colorado Live Interview Work in progress Work in progress
T-shirt Give Away
KIQI10.10 San Francisco Live Interview Work in progress Work in progress
T-shirt Give Away
WSUA 1260 AM Miami, Taped Interview Work in progress Work in progress
New York T-shirts Give Away
New Jersey
WLZL 99 FM Washington DC Live Interview Work in progress Work in progress
Maryland T-shirt Give Away
Virginia
KGRE 1450 AM Greeley, CO Live and Taped Interview Work in progress Work in progress
T-shirt Give Away
KMOR-92.9 FM Fort Collins, CO Taped Interview Work in progress Work in progress
WPWC 1480 AM Washington , DC Live Interview Work in progress Work in progress
T-shirt Give Away
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23. NIVW Media Outreach Results
Outlet City Activity Impressions Donated Value
WFZO 99.1 FM Dallas, Texas Taped Interview Work in progress Work in progress
KGBT-98.5 FM McAllen, Texas Live Interview Work in progress Work in progress
Live Reads
T-shirts/Dog Tags Give
Away
KBTQ- 96.1 FM McAllen, Texas Live Interview Work in progress Work in progress
Live Reads
T-shirts/Dog Tags Give
Away
KGBT 1530 AM McAllen, Texas Live Interview Work in progress Work in progress
Live Reads
T-shirts/Dog Tags Give
Away
KIWI 102.9 FM Bakersfield, CA Live Interview Work in progress Work in progress
KSEA-107.9 FM Visalia, Salinas, CA Live Interview Work in progress Work in progress
KRNV 102.1 FM Reno, NV Live Interview Work in progress Work in progress
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24. NIVW Media Outreach Results
Outlet City Activity Impressions Donated Value
KREN TV 27 Reno, NV Taped Interview 320,000 $1,000
Univisión T-shirts/Dog Tags Give Away
Vouchers
KQLO Reno , NV Live Interview 7,597 $120
1590 AM Vouchers
T-shirts/Dog Tags Give Away
Ahora Latino Reno, NV Newspaper Interview 16,200 $408
Journal
El Sol de Reno, NV Newspaper Interview 135,000 $1,040
Nevada
KSTS TV 48 San Jose ,CA Live Interview 498,000 $1,500
Telemundo T-shirts/Dog Tags Give Away
Vouchers
El Observador San Jose ,CA Newspaper Interview 205,200 $504
Newspaper
Vida en el Valle Fresno, Visalia, Newspaper Interview 433,775 $2,113
Bakersfield, CA
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25. NIVW Media Outreach Results
Outlet City Activity Impressions Donated Value
KFTV TV 21- Fresno-Visalia Produced on PSA, 4,245,480 $9,600
Univision TV DMA, CA Promoted activity calendar
KMQA 100.5 FM Tulare, CA Live Interview with CDC 120,000 $820
Spokesperson
T-shirts/Dog Tags Give
Away
Vouchers
KSMS TV 67 Monterrey, CA On location coverage story 937.950 $8.000
Univision Taped Interview with CDC
Spokesperson
PSA Distribution
Live Interview with local
pharmacist
Vouchers
KCEL 106.9 FM Los Angeles, Live Reads 1,429,922 $7,300
CA T-shirts/Dog Tags Give
Away
KBNA 97.5 FM El Paso, TX Live Reads Work in Progress Work in Progress
T-shirts/Dog Tags Give
Away
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26. NIVW Media Outreach Results
Outlet City Activity Impressions Donated Value
KAMA 750 AM El Paso, TX Live Reads Work in progress Work in progress
T-shirts/Dog Tags Give Away
WSKQ-FM New York PSA 1,074,609 $7,240
WRMA Miami PSA 447,263 $3,984
Ft Lauderdale ,
FL
KUFW Fresno, Visalia, Live Reads 55,070 $ 395
Tulare, CA
KCEC Yuma,,WA Live Reads 30,883 $ 550
KLOL Houston, TX PSA 584,924 $2,152
WRUM-FM Orlando, FL PSA 141,802 $2,190
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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
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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
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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
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30. J. Carlos Velázquez, MA
Project Director
cvelazquez@hmaassociates.com
(202) 342-0676 ext. 107
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