Workgroup 4 “Instigators” of Community Awareness, Promotion, and Demand Draft Recommendations August 23, 2006 IKK Steering Committee Meeting
Revised Strategy Statement Increase community awareness, promotion of, and demand for a system that delivers and sustains timely, age-appropriate immunizations.
Rationale for the Strategy • Consumers need to know: . Why - consistent message of importance/need . When - immunization schedule . How - working with system to get what is needed • System needs to be unified/less disjointed . Need common language among providers/agencies . Utilize the same immunization schedule * Done at policy level (legislators, agency heads, etc.)
Assets • Strategy fits well with current KS interest/efforts . Policy people, funders, others support topic . Kansas already focuses on kids • Media options available + Compelling case to make . Internal/external expertise available . Need for immunizations will always exist • Connectivity of state – circle of influence . Collaboration in KS already pretty good - will help needed parties talk, get on same page, coordinate efforts
Challenges • People are complaisant and/or resistant . Risk for not getting immunized is not evident . Mixed messages/misinformation have caused problems . Religious beliefs, cultural barriers • System is disjointed; limited motivation to change . Lack of common language . Funding/criteria is complicated and misunderstood • Opportunities are missed or not available . Inappropriate contraindications . Missed opportunities
Recommended Action Steps Step 1. Media Campaign. Carry out a multi-pronged media campaign that provides an accurate message about immunizations to parents/guardians, caregivers, and children. * Particular focus = larger families, people traditionally hesitant about immunizations.
Step 1 – cont’d. • Examples of Things to Do • Engage multiple forms of media (e.g., TV, radio, • newspaper) • Use ad agency to produce consistent message • and reach target audience • Run public service announcements on radio and TV • Place information in family magazines, both local • and state-wide • Advertise on billboards and busses • Use brochures with limited text and photos of children • with vaccine-preventable diseases
Step 1 – cont’d. • Examples – cont’d. • Circulate info where people go (e.g., churches, stores, • fairs, ERs, child care centers, doctors’ offices) • Place stuffers in Medicaid payments and/or utility bills • Use IKK website & KDHE website for two separate • functions - IKK to provide information for the media • (e.g., vaccination rates), KDHE to provide info to • families • Get appropriate agencies to put KDHE & IKK website • links on their own websites • Use several languages to get to most cultural groups
Recommended Action Steps – cont’d. Step 2. Groundwork for Unified System Begin to lay groundwork for unity among immunization players - get them on same page about immunization activities by establishing common language, common messages, and common goals.
Step 2.– cont’d. • Bring needed players/organizations to table to “get on same page” . Consistent language . Some consistent goals for improvement . Consistent immunization message to public • Strengthen relationship b/w physicians & LHDs . Set up one-to-one relationship b/w doctor & LHD . Educate physicians on process of immunization and role of LHDs
Step 2 – cont’d. • Find champions . Spokesperson or team of spokespeople who are recognizable by region . Spokesperson and message would vary based on target group
Recommended Action Steps – cont’d. Step 3. Creating Demand Educate parents on how to ask for and obtain immunizations in order to create an improved and more efficient immunization system.
Step 3 – cont’d. Step 3a. Educate parents on how to get immunizations . Why important . Benefits to kids & working parents . Correct misinformation . Recommended schedule . Who in their community provides & available hours . Cost and options for financial coverage . Wallet-size checklist of questions to ask at doctor visits
Step 3 – cont’d. • Step 3b. Engage businesses/organizations • in prompting immunizations • Recruit groups to spread word/distribute materials: • . Child care and education groups • . Health providers • . Businesses • Encourage & provide “how to” ideas to employers on • providing incentive to workers for getting kids • immunized • . Exclude kids not immunized from entering programs
Step 3 – cont’d. Step 3c. Prompt parents & physicians to ask about immunizations . Posters in physician and other health care offices . Immunization schedule on walls at pharmacies . Immunization schedule on doctor charts . Visual reminder (e.g., immunization bee) on physician charts . “Ask me if you’re up to date” buttons for providers . Refrigerator magnets w/ schedule for parents
Resources • Media/ad agencies/funding • Interpreters/ translators • Consistent message • Strict exclusion policies • Spokespersons