KEYWORDS:
Design, layout, key messages, print media, communication

BACKGROUND:
Each year the CDC National Immunization Program (NIP) develops print materials to educate the public and health care professionals about influenza vaccination. These materials are based on current research, strategic directions, and a clear understanding of the target audience and the intended message. Sound graphic design principles and strategies are then employed to deliver the message and get the intended results.

OBJECTIVE:
Offer design principles and strategies that creative staff use to produce print materials that effectively reach the targeted audiences with the intended message and get results.

METHOD:
Using print materials from the influenza vaccine campaigns as examples, attendees will see how graphic design principles and strategies can produce far more effective materials. They will learn how to use these principles to successfully address a clearly defined target audience, strongly promote the key message, and produce the intended outcome.

RESULT:
By using strong design principles, the print media used in the influenza vaccine campaigns have effectively communicated the key message to the targeted audiences and achieved results.

CONCLUSION:
Effective print media make use of design principles which effectively reach target audiences.

LEARNING OBJECTIVES:
By the end of this workshop, participants will be able to
„X Address the target audience
„X Establish the most effective print media to communicate message to target audience
„X Promote the key message
„X Describe design principles and strategies which can be used by creative teams to effectively communicate to target audiences