NIVW 2010 Report

National InfluenzaVaccination Week (NIVW) 2010

Hispanic Media Tour Report

December 5-11, 2010Contract # 200-2007-20028

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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

Health Communications 2


• 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



• Media and community outreach to segmented Latino audiences including:– Mexicans– Puerto Ricans– Dominicans– Bolivians

• Subgroups:– Pregnant women– Young adults– Older adults– Health workers



• 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)


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


•

Community Outreach Results

Community Outreach Results Summary

• Execution of demonstration project with Mexican Embassy and Ventanillas de SaludProgram 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


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


Campaign Reach



• Markets

Health Communications

Hartford, CTSan Jose, CA

Greenville, NCSalinas, CA

Brownsville, TXReno, NV

New Orleans, LASalem, OR

Washington, DCChicago, IL

Baltimore, MDNew York City, NY

Richmond, VAFresno, CA

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• Markets


Portland, ORLas Vegas, NV

Tucson, AZMiami, FL

Albuquerque, NMPhoenix, AZ

Yerington, NVYuma, AZ

Falls Church, VATulare, CA

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NIVW Partner Activities


Voucher dissemination

Material distribution

Mexicans

Youth

Women

Ventanillas de Salud Program

Walgreens

Chemeketa Community College

Salem, OR

Press conference

Workshop

Vaccine clinic

Material dissemination

Mexicans

Pregnant Women

Indigenous People

Mexican Consulate

Department of Health

Family Health Care Network

Binational Center for the Development of Indigenous Oaxacans

Fresno, CA

Media event

Vaccination clinic


Mexicans

Women

Youth

Older Adults

Office of the Mayor

Department of Health

Esperanza Center

Mexican Consulate

Hispanic Institute of Blindness Prevention

Baltimore, MD

StrategyAudiencePartnersTarget Site

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Voucher distribution

Vaccine clinic

Media interviews

Women

Youth

People with chronic diseases

University of Nevada Reno

State Health Division

Mexican Consulate


Mariposa Academy

Walgreens

Northern Nevada Vaccine Coalition

Reno, NV


WomenMujeres en AccionChicago, IL


Women

Health workers


Bellvue Hospital Center

New York City, NY


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Vaccine clinic

Women

Young adults

Ventanillas de Salud ProgramNew Orleans, LA



Mexicans

Women

Youth

Older adults

Hispanic Institute for Blindness Prevention

Walgreens

Mexican Consulate of DC

Iglesia Richmond Outreach Center

Richmond, VA



Media promotions

Farm workers

Women

Youth

Walgreens

Clinica del Valle

Radio Campesina

Univision

Salinas, CA


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Puerto Ricans

Dominicans

Centro de la Comunidad

Hispanic Health Council

Hartford, CT


Health fairs

Older adults

Parents

Young adults

Farm workers

AMEXCANLenoir Community CollegePitt Community CollegeNational Alliance of Latin American and Caribbean CommunitiesPitt County Health Department

Mexican Consulate of Raleigh

Greenville, NC


Health fair

Promotora

outreach

Mexicans

Women

Young adults

Colonias Project Texas A & MDepartment of Public Health City of Brownsville

Familias en Accion por la Salud

Border Health Commission

Brownsville, TX


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Vaccination clinics


Women

Young adults

Older adults

Mexican Consulate of Albuquerque

Paisano Market

New Mexico Department of Health

Albuquerque, NM

Vaccination clinic


Mexicans

Women

Young adults

Nevada State Health Division

Holy Cross Catholic Church

Mexican Consulate of Las Vegas

Yerington, NV

Workshops

Vaccinc clinic


Health care workers

Promotoras

Family Health Care Network

Tulare County Health Department

Tulare, CA


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Women

Young adults

Mexican Consulate


Phoenix, AZ


Vaccination clinics

Women

Young adults

Older adults

People with chronic diseases

Mexican Consulate of Las Vegas

University of Las Vegas

Nevada Association of Latin Americans

Nevada State Health Division

Las Vegas, NV



Bolivians

Young adults

Women

Day Laborers

Hispanic Institute for Blindness Prevention

Walgreens

Bolivian Consulate

Tenants and Workers Committee in Culmore

Falls Church, VA


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Media Results Summary

Media Outreach Results

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


18%

28%

9%9%

9%

18%

9%

Region 2- NY, NJ

Region 3- MD, DC, VA

Region 4- FL

Region 6-TX

Region 8-CO

Region 9- CA, NV

Region 10- WA

Donated Media by HHS Regions

18%

28%

9%9%

9%

18%

9%

Region 2- NY, NJ

Region 3- MD, DC, VA

Region 4- FL

Region 6-TX

Region 8-CO

Region 9- CA, NV

Region 10- WA


NIVW Media Outreach Results


Outlet City Activity Impressions Donated Value

KTCK 1270 AM Dallas-Fort Worth, Texas

Live Interview

T-shirts Give Away

Work in progress Work in progress

KRYE 104.9 Colorado Live Interview

T-shirt Give Away


KIQI10.10 San Francisco Live Interview

T-shirt Give Away


WSUA 1260 AM Miami,

New York

New Jersey

Taped Interview

T-shirts Give Away


WLZL 99 FM Washington DC

Maryland

Virginia

Live Interview

T-shirt Give Away


KGRE 1450 AM Greeley, CO Live and Taped Interview

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

T-shirt Give Away


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WFZO 99.1 FM Dallas, Texas Taped Interview Work in progress Work in progress

KGBT-98.5 FM McAllen, Texas Live Interview

Live Reads

T-shirts/Dog Tags Give Away


KBTQ- 96.1 FM McAllen, Texas Live Interview

Live Reads



KGBT 1530 AM McAllen, Texas Live Interview

Live Reads



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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KREN TV 27 Univisión

Reno, NV Taped Interview


Vouchers

320,000 $1,000

KQLO

1590 AM

Reno , NV Live Interview

Vouchers


7,597 $120

Ahora Latino Journal

Reno, NV Newspaper Interview 16,200 $408

El Sol de Nevada

Reno, NV Newspaper Interview 135,000 $1,040

KSTS TV 48 Telemundo

San Jose ,CA Live Interview


Vouchers

498,000 $1,500

El Observador

Newspaper

San Jose ,CA Newspaper Interview 205,200 $504

Vida en el Valle Fresno, Visalia, Bakersfield, CA

Newspaper Interview 433,775 $2,113

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KFTV TV 21-Univision TV

Fresno-Visalia DMA, CA

Produced on PSA,

Promoted activity calendar

4,245,480 $9,600

KMQA 100.5 FM Tulare, CA Live Interview with CDC Spokesperson


Vouchers

120,000 $820

KSMS TV 67

Univision

Monterrey, CA On location coverage story

Taped Interview with CDC Spokesperson

PSA Distribution

Live Interview with local pharmacist

Vouchers

937.950 $8.000

KCEL 106.9 FM Los Angeles, CA

Live Reads


1,429,922 $7,300

KBNA 97.5 FM El Paso, TX Live Reads


Work in Progress Work in Progress

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KAMA 750 AM El Paso, TX Live Reads



WSKQ-FM New York PSA 1,074,609 $7,240

WRMA Miami

Ft Lauderdale , FL

PSA 447,263 $3,984

KUFW Fresno, Visalia, Tulare, CA

Live Reads 55,070 $ 395

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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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


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


Next Steps

• Select second-tier target market sites for next phase of campaign to promote late season vaccination

• Continue partnership with Ventanillas de SaludPrograms 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


J. Carlos Velázquez, MAProject Director

[email protected]

(202) 342-0676 ext. 107

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Documents

NIVW 2010 Report