KEYWORDS:
Influenza and Pneunomococcal Vaccinations, Diabetes

BACKGROUND:
The Life Preserver Campaign was carried out as a collaborative effort between CDC and state health departments in the United States and affiliated Pacific jurisdictions.

OBJECTIVE(S):
To evaluate a national campaign to promote influenza and pneunomococcal vaccinations among persons ages 25-54 with diabetes.

METHOD(S):
A media campaign was conducted from 1997-2000 featuring English and Spanish radio, print and television PSA's, pamphlets and posters. Media messages reached persons with diabetes, clinicians and the general population. Separate materials and messages were developed for the African American and Hispanic populations. Communication efforts were paired with systemic interventions designed to engage active support of health care delivery systems providing the vaccinations.

RESULT(S):
As of August 1999, the campaign's reach was estimated at 114.5 million persons.

CONCLUSIONS(S):
More PSA's aired when Diabetes Control Programs engaged in follow up activities with radio and television stations. More than half of the Diabetes Control Programs modified program materials for target audiences, particularly minority populations, indicating the need to develop materials targeted to specific populations to have more effective interventions. Key methods of distributing print material included mailings, conferences and providing material to partners, which emphasized the importance of partnerships in implementing a successful campaign.

LEARNING OBJECTIVES:
Participants will learn to develop their own media campaigns for specific populations, describe communication materials used to promote immunizations among persons with diabetes and discuss strategies for evaluating the campaign.