KEYWORDS:
Immunization Registry
Social Marketing

BACKGROUND:
The Citywide Immunization Registry (CIR) is a comprehensive electronic public health surveillance system, which tracks immunizations for all New York City (NYC) children under age eight. As one of many NYC Health Department programs that work with health care providers and parents, the CIR needed to distinguish itself and create name/product recognition so that providers and parents would recognize and use this valuable resource.

OBJECTIVE(S):
·Generate one main "look" for the CIR to develop promotional materials.
·Increase provider interest in using Online Registry.
·Alert parents to free immunization records provided by CIR.

METHOD(S):
Review key steps in promotional materials development process.

RESULT(S):
CIR staff developed a poster, provider brochure, bilingual Spanish/English parent brochure, Web site, newsletter, and stationery, working in close collaboration with a consultant. All promotional materials use common visual elements that create a recognizable "look" and communicate a consistent image of a friendly, child-oriented organization. Promotional materials deliver a consistent message: the CIR makes access to immunization records easier than ever. Promotional materials are widely disseminated. The provider brochure is sent to all immunization providers and health care facilities. Parent brochures and posters are periodically disseminated to providers, day care centers, and schools (200,000 brochures were mailed to the 2000 NYC elementary/middle schools in September 2001). The Web site is continually updated with new information and has links to other immunization Web sites. CIR staff work closely with Immunization Program staff to disseminate information at health fairs and other venues, and a quarterly CIR newsletter is distributed to all providers.

CONCLUSIONS(S):
Interest in online access surged after the distribution of provider brochures. General response to promotional materials and Web site has been very positive.

LEARNING OBJECTIVES:
·Know your audience: collaborate with a designer who is familiar with target audience.
·Know your message: message development must be an internal process.