Lessons Learned Expanding an Adolescent Immunization Awareness Campaign

in New Jersey

Tiffany Humbert-Rico, MPH Public Health Prevention Service Fellow

Office for State, Tribal, Local and Territorial SupportCenters for Disease Control and Prevention

PHAP/PHPS Summer SeminarJune 1, 2015

Centers for Disease Control and Prevention

Office for State, Tribal, Local and Territorial Support

BACKGROUND

10 Great Public Health Achievements in the 20th Centuryhttp://www.cdc.gov/about/history/tengpha.htm

Advisory Committee for Immunization Practices Recommendations

* Indicates New Jersey school requirement

When adolescents are:

The vaccines they need are:

11-12 year olds *Tdap HPV *Meningococcal Conjugate

16 year olds Meningococcal Conjugate (booster)

All ages Flu (each year) Travel specific vaccines

(as needed)

Public Health focus on Infant Immunizations National Infant Immunization Week

Limited Educational Resources Healthcare workers have more childhood immunization resources Parent websites & articles focus on infant immunizations Minimal resources for adolescents

• Different than other adolescent health topics Evolving Adolescent Immunization Platform

New vaccines Changes in dosing and timing

Results in Adolescents being under-immunized

Gap in Awareness

Adolescents at forefront of the Digital RevolutionThe line for the launch of the iPad 2 at Crabtree Valley Mall in Raleigh, NCBy Mike P. (Flickr: [1]) [CC BY 2.0 (http://creativecommons.org/licenses/by/2.0)], via Wikimedia Commons

PROTECT ME WITH 3+Adolescent Immunization Awareness Campaign

Protect Me With 3

2012- New Jersey Department of Health (NJDOH) collaborated with the Partnership for Maternal & Child Health of Northern New Jersey (Partnership)

Social Media Campaign 2 Channels

Annual Video Contest Adolescents create 30-second videos about 1of 3 adolescent

immunizations Public Voting via contest website Individual and Teacher prizes Typically held in the fall (Sept-Dec)

2014 Expansion to Protect Me With 3+ Social Media Campaign

4 channels Year round messaging

Adolescent Immunization Education Website Responsive design optimized for mobile devices Content for adolescents and parents

Annual Adolescent Contest Poster option for middle school Flu Vaccine included Google Ads for contest promotion

Changed Public Relations Firms

PROTECT ME WITH 3+RESULTS

Adolescent Immunization Awareness Campaign

Website: 16,305 Unique Visitors 19,362 Visits 31,776 Pageviews

Public Voting: 1,490 Unique people 2,110 votes

Social Media: 4 Platforms 1397 Posts 60,000 People Reached

Direct Marketing: 90 Youth serving

organizations 800 Teachers & Principals 100 Art Schools & Libraries Google Ads: 4,227,231

impressions

Expanded Campaign by the Numbers

Improved Contest Outcomes

Face

book Fan

Twitter Follo

wers

Instagram Fo

llowers

YouTube views

votes p

er week

Websit

e: unique use

rs

Websit

e: page vi

ews

Entires

Video submitted

Videos disq

ualified

-100%

0%

100%

200%

300%

400%

500%

19%57%

100%

206%

13%

434%

201%

56%6%

% Change from 2013 to 2014

-20%

Protect Me With 3+ Press Coverage

Protect Me With 3+ Videos Featured Nationally

LESSONS LEARNED:SOCIAL MEDIA

Protect Me With 3+ Channels

Feed the Beasts Not a lot of reputable adolescent immunization content to

repurpose Medical/Scientific not appropriate style for our audience Global organizations reach global audience

Create content Exercise in plain language Learning curve for each platform

• Message length• Hashtags

Experimented with free graphic software

Time & Labor intensive!

Social Media Strategies Set criteria for reposting Broadened content National Health Observances/ Holidays Promote contest winners Academic Milestones Throwback Thursday Trending Recycle content Detail strategies for each platform Social Media Management System Divide content development and review

Social Media Analytics: The Wild West

Different indicators for each platform Some require outside software to analyze

Industry “Gold Standard” changes Followers Reach Engagement

Methodology Changes Multiple year evaluation is difficult

Social Media Analytics & Public Health

Industry standards don’t always make sense for public health Return on Investment (ROI) Combined total reach is higher than the populating of NJ

Google Ads had 12x the click through rate of industry standard Didn’t produce program goals

Difficult to measure increase in awareness among anonymous social media users.

Realizations Evaluate on monthly and quarterly basis

Stay current on changes Use software that can analyze all data

Poor fit between some platform and our campaign Instagram

• Time consuming and expensive to develop graphics• Low click through rate• More anti-vaxer activity

Tumblr• No accurate blogs to repost• Requires a lot of fact checking

Google Ads• Better for “impulse buy”

LESSONS LEARNED:WEBSITE EXPANSION

www.protectmewith3.com

Adolescent & parent sections

Videos by youth, parents, & medical professionals

List of resources Redesign Optimized for mobile

devices Specific URLs

Press releases Google Ads

Expanded Website Overview

Website Development Takes a lot of Time

Content development Consistent voice Editing Approvals

Videos Screening videos for accuracy

and campaign alignments Requesting and receiving

permissions to use List of resources

Search and reviewing Requesting permissions

Website Layout Aesthetics Structure

Beta Testing Documenting what needs to

be fixed Retesting

Clear communication and direct access to web designer is key

LESSONS LEARNED:CONTEST

Challenges Accessing large files

across 3 institutions

Confusion regarding documents and websites

Solutions Online Project

Management Program

Desktop sharing

The More the Merrier…..

Committee and PR Firm Debrief Meetings

Reaching Preteens is Challenging Must be 13 or older for most social media accounts Google Ad Words can’t target minors Teachers are good resources

Home rule: 601 school districts with different key stake holders Winter quarter is a better time for teachers to incorporate the contest

into their curriculum Posters were more appropriate task for middle school

Need to have simple entry process Videos are often done in teams Measuring adolescent participation is challenging

1 teacher reported making posters with 80+ students Number of entries vs. number of students involved in creation

Promotion of Teen-Friendly Videos & Posters Difficult to get donated TV and movie theater time YouTube playlist is easy to share with partners Play at conferences, meetings, and health fairs Promoting during provider visits Submit to immunization websites Submit to video services for provider offices Printing posters

NJDOH, Vaccine Preventable Disease Program Steve Bors Jillian Doss-Walker, MPH Jennifer Smith, MPH, CHES Jenish Sudhakaran, MPH

Google Ad Words Alicia An Alejandro Gomez-Barbosa

Partnership Illise Zimmerman, MPH, MS Jane Sarwin, MPH Arpita Jindani, MSW, MA

Springboard PR Domenick Cilea Megan Morreale Austin Starin Courtney Moed Stefanie Osmond

Acknowledgements

For more information, please contact CDC’s Office for State, Tribal, Local and Territorial Support

4770 Buford Highway NE, Mailstop E-70, Atlanta, GA 30341Telephone: 1-800-CDC-INFO (232-4636)/TTY: 1-888-232-6348E-mail: OSTLTSfeedback@cdc.gov Web: http://www.cdc.gov/stltpublichealth

The findings and conclusions in this presentation are those of the authors and do not necessarily represent the official position of the Centers for Disease Control and Prevention.

Thank you!Tiffany Humbert-Rico

vst2@cdc.gov

Centers for Disease Control and Prevention

Office for State, Tribal, Local and Territorial Support