KEYWORDS:
Web; media; messages; campaigns; communications

BACKGROUND:
The Web is a relatively new communication medium for immunization programs, and it is very different from traditional tools such as print media. Web sites are interactive environments that require shorter, more highly-packaged materials and messages.

OBJECTIVE:
Introduce participants to principles and strategies for development of effective immunization Web sites.

METHOD:
Using the CDC National Immunization Program°¦s Flu Web sub-site as a model, the workshop participants will be shown how to address key audiences, write clear and simple headlines, structure Web pages to facilitate scanning, and write link titles wisely.

RESULT:
Participants will be shown how the flu campaign materials were developed with the Web°¦s strengths in mind. They will see how materials and topics were split between the key audiences (public, health care professionals, and news media), how the theme, °µFight the Flu,°¨ was carried from page to page, and how readers could access and download print materials, and how this Web site continued to evolve throughout the flu season.

CONCLUSION:
Information is often readily available for Web sites; it is quick to post and change, and easily accessible to a many audiences. Additionally, Web sites can save both time and money as compared to other media. As such, immunization programs need to develop content explicitly for the Web.

LEARNING OBJECTIVES:
By the end of this workshop, participants will be able to
„X Understand why immunization information needs to be written specifically for Web audiences
„X Recognize the benefits of simple headings
„X Structure a Web page to facilitate scanning
„X Write hypertext links that tell the reader where the link leads