KEYWORDS:
African Americans, health education, outreach, campaign, immunizations, flu shots, influenza, myths, misconceptions, diabetes, adult

BACKGROUND:
Despite a variety of activities and outreach efforts, African Americans continue to have a lower rate of getting flu shots compared to other ethnic groups. In fall 2002, The California Department of Health Services launched a campaign designed to increase awareness about flu shots. It targeted African American women over the age of 50 and those at increased risk for developing serious complications from flu, such as women with diabetes.

OBJECTIVE(S):
To increase awareness of the importance of getting flu shots among African American women over the age of 50 and those with high-risk conditions. African American women are often viewed as the gatekeepers of health in their communities. By targeting this population, we hope to develop effective health messages in the African American community. Future campaigns will focus on behavior change to increase flu immunization rates in this population.

METHOD(S):
• The centerpiece of the campaign was a print ad published in Essence, one of the most widely read African American magazines, and African American weekly newspapers in California. It was developed with input from community organizations and the target audience, through a series of focus groups.
• In collaboration with several outside organizations, collateral materials with health messages were distributed in different community venues, and included posters, reminder postcards, emery boards, coasters, coffee cup sleeves, pencils, and Essence counter cards.

RESULT(S):
Results of a baseline Random Digit Dial (RDD) Survey conducted in fall 2002 are not yet available. A follow-up RDD Survey is scheduled for spring 2003.

CONCLUSIONS(S):
The 2002 campaign focused on building awareness about the importance of flu shots in order to create a foundation for behavior change in future campaigns.

LEARNING OBJECTIVES:
• Create culturally-relevant materials and campaign.
• Create awareness about the need for flu shots in the African American community who are 50 years of age or older or have diabetes.
• Reduce the pervasiveness of the myths and misconceptions regarding influenza and flu shots, e.g., you can get the flu from a flu shot.