KEYWORDS:
Web; media; flu campaign; communications

BACKGROUND:
The web is a relatively new communication and education medium for immunization programs. Unfortunately, web sites are very different from traditional tools such as print media. Web sites are interactive environments that require shorter, more highly packaged materials and messages. As such, immunization programs need to develop content explicitly for the web.

OBJECTIVE(S):
Introduce participants to principles and strategies for effective immunization web sites.

METHOD(S):
Using the National Immunization Program’s (NIP) influenza campaign web’s subsite as a model, the workshop participants will be shown how to: determine key audiences, write clear and simple headlines, structure web pages to facilitate scanning, write link titles, brand with logos, use graphics/images wisely, and archive outdated materials.

RESULT(S):
The NIP web site’s flu subsite effectively shows how all flu campaign materials can be created with the web’s strengths in mind. The presenter will describe how the materials and topics offered were split between the key audiences: public and health care professionals, show how the theme, “Fight the Flu” was carried from page to page, when and how to introduce print materials, and explain how the site continued to evolve during the flu season.

CONCLUSIONS(S):
Writing for the web can initially take more time but in the long term is worthwhile. When information is so readily available, quick to post and change, and so easily accessible to a majority of your audiences--as it is on the web--it can be a real time saver and cost savings when compared to other media.

LEARNING OBJECTIVES:
By the end of this workshop, participants will be able to:
* Understand why immunization information needs to be written specifically for the web audience
* Recognize the benefits of simple headings
* Structure a web page to facilitate scanning
* Write hypertext links that inform the reader as to what the link actually leads to