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Nudging parents to vaccinate their children

Nudging parents to vaccinate their children. A look at current digital strategies. Jared M. Shinabery MPH Candidate Tufts University School of Medicine. Nudging parents to vaccinate their children. Three campaigns: Voices for Vaccines Sounds of Pertussis Immunize for Good

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Nudging parents to vaccinate their children

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  1. Nudging parents to vaccinate their children

    A look at current digital strategies Jared M. Shinabery MPH Candidate Tufts University School of Medicine
  2. Nudging parents to vaccinate their children Three campaigns: Voices for Vaccines Sounds of Pertussis Immunize for Good One common goal: To educate parents on the safety and importance of vaccinating their children, and to urge them to make the right choice.
  3. Voices for Vaccines Mission: “Voices for Vaccines is a parent-led organization that supports and advocates for on-time vaccination and the reduction of vaccine-preventable disease.” They seek to provide families with three tools: “Evidence-based information about the safety and importance of immunization” “A vibrant community of parents who are passionate about preventing disease, disability, and death by supporting and encouraging sound vaccine policies and practices at both the state and national levels” “An opportunity to join the discussion and to actively advocate for on-time immunization” Target Audience: Primary: Parents who are hesitant to vaccinate their children Secondary: Parents who already recognize the importance of immunization, and policy makers.
  4. www.voicesforvaccines.org
  5. www.voicesforvaccines.org
  6. Voices for Vaccines’ digital strategy Vaccine information page with easy-to-digest explanations Organized by disease or age Stories from parents who vaccinate Organized by categories Parents can easily join the cause; submit their own stories Social media: Twitter Facebook Pinterest
  7. Voices for VaccinesSWOT Analysis Mixed targeting Clean design Easy to navigate Digestible information Can share your story Very active social media STRENGTHS WEAKNESSES Integration of Facebook and Twitter on their website Blog Vast amounts of misinformation on the web Emotionally charged issue Anti-vaxxers can overrun social media OPPORTUNITIES THREATS
  8. Voices for VaccinesRecommendations Integrate Facebook and Twitter feeds on the website This will help draw people to the social media sites and could subsequently increase participation. Start a blog The blog could be a place for more in-depth discussions of vaccination issues, which inappropriate on Facebook and Twitter. Incorporate site badges Site badges are essentially small advertisement banners that others can put on their websites to link back to yours. They could increase Voices for Vaccinations’ online presence.
  9. Sounds of Pertussis A collaborative effort by Sanofi Pasteur and March of Dimes Mission: “dedicated to educating new parents and their families about pertussis and the importance of an adult booster vaccine.” “to help protect babies by making sure that anyone who is, or will be, in close contact with a young infant has been vaccinated against pertussis.” Target Audience: New and expectant parents who are vaccine-hesitant
  10. www.soundsofpertussis.com
  11. www.soundsofpertussis.com
  12. Sounds of Pertussis’ digital strategy Heavy use of scientific facts with citations Videos of parents telling their vaccination / pertussis stories They reinforce the facts being presented. Search vaccination clinics by zipcode Social media: Facebook 68,445 likes “Breathing Room” app
  13. Sounds of Pertussis’ Facebook Application
  14. Sounds of PertussisSWOT Analysis Lots of movement Slow website Cluttered design Small text Unconventional navigation Embedded videos Lots of images Citations Easy search for clinics Active social media STRENGTHS WEAKNESSES Integration of Facebook on their website Twitter YouTube channel Vast amounts of misinformation on the web Emotionally charged issue Anti-vaxxers can overrun social media OPPORTUNITIES THREATS
  15. Sounds of PertussisRecommendations Integrate a Facebook feed on the website Utilize Twitter Create a YouTube Channel Make the videos shareable Give the website a cleaner design Present the facts in a more digestible and well-organized format Vertical presentation is better than horizontal Increase the font size Create an “About us” page
  16. Immunize for Good Collaboration of the Colorado Children’s Immunization Coalition, Colorado Department of Public Health and Environment, and Vaccine Advisory Committee of Colorado. Mission: “to further childhood immunization coverage in Colorado through education, vaccine provider resources and parental support.” Target Audience: Colorado parents who are hesitant to vaccinate their children
  17. www.immunizeforgood.com
  18. www.immunizeforgood.com
  19. Immunize for GoodDigital Strategy Education based website with helpful graphics Why vaccinate page explains herd immunity and establishes credibility Parents talk page has video and written testimonials Fact or Fiction page dispels myths The vaccines page has infographic style representations of vaccines, along with video animations Interactive schedule with reminders and progress reports Twitter: 2,658 followers Facebook: 852 likes
  20. Immunize for GoodDigital Strategy Education based website with helpful graphics Why vaccinate page explains herd immunity and establishes credibility Parents talk page has video and written testimonials Fact or Fiction page dispels myths The vaccines page has infographic style representations of vaccines, along with video animations Interactive schedule with reminders and progress reports Twitter: 2,658 followers Facebook: 852 likes
  21. Immunize for GoodSWOT Analysis Facebook and Twitter account names differ from the campaign name Somewhat childish graphics Beautiful website Well organized Interactive elements Helpful graphics and animations Active social media Bilingual STRENGTHS WEAKNESSES Integration of Facebook and Twitter on their website Post unique content on FB and Twitter Vast amounts of misinformation on the web Emotionally charged issue Anti-vaxxers can overrun social media OPPORTUNITIES THREATS
  22. Immunize for GoodRecommendations Integrate a Facebook/Twitter feed on the website Post more unique content on social media Try to get more parent involvement on social media Ask questions, contests, prizes, etc. Incorporate site badges
  23. Comparison
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