KEYWORDS:
Immunization education, media, community partnerships.

BACKGROUND:
The National Partnership for Immunization (NPI) launched National Immunization Awareness Month (NIAM) in August 2001 to create further opportunities for promoting immunization across the lifespan. NIAM occurs as parents are preparing for their children to return to school and the medical community begins preparations for the flu season.

OBJECTIVE(S):
To develop and use NIAM messages and materials to provide communities with strategies for implementing educational and/or media campaigns promoting immunization across the lifespan.

METHOD(S):
A multifaceted approach was used to promote NIAM (http://www.partnersforimmunization.org/what_2.html). A promotional kit containing suggested activities for grassroots immunization coalitions, sample press releases, and immunization education brochures was developed and distributed; elements of the kit were Web-accessible for downloading. A national press conference featuring immunization experts marked the start of NIAM 2001. The Excellence in Immunization Awards Luncheon recognized groups and individuals nationwide that have contributed to improving immunization awareness or coverage rates. A Congressional Education Session, focusing on immunization coverage rates, vaccination disparities and the health consequences of vaccine-preventable diseases, was held in Washington, DC.

RESULT(S):
More than 700 NIAM promotional kits were distributed, and there were 300,000 visitors to the NPI Web site during August. The press conference generated over 33 million media impressions. Excellence in Immunization Awards recognized immunization programs in California, Arizona, and Massachusetts, two television programs, and five Members of Congress. The Congressional Education Session reached offices of at least 25 Members of Congress and two Congressional Committees.

CONCLUSIONS(S):
A comprehensive initiative engaging private and public organizations can be effective in disseminating information about the value of immunization. Although NIAM is national in scope, it was designed to support and be a model for local, state or regional initiatives.

LEARNING OBJECTIVES:
To demonstrate a multifaceted approach to educating about, and promoting the importance of immunization for all ages and cultures throughout the US.