Kathleen W. Gustafson1, Sandy Ross
1, Wendy Wang
2, K. M. Peddecord
3, Cathy Booth, and Lisa G. Clark. (1) Immunization Program, County of San Diego Health and Human Services Agency, Immunization Program (P-115B), P.O. Box 85222, San Diego, USA, (2) San Diego Immunization Partnership, Community Pediatrics, UC San Diego, P511B, Health and Human Services Agency, P.O. Box 85222, San Diego, CA, USA, (3) San Diego State University, 9245 Sky Park Court, Suite 120, San Diego, California, USA
KEYWORD1:
Partnerships, Disparities, Underserved populations, African American, Media campaign
BACKGROUND:
National, state and local surveys consistently indicate that African Americans have a lower rate of immunization coverage than other identified racial and ethnic groups. This finding appears to apply across the lifespan. The 2001 California Health Interview survey reported influenza coverage for African Americans over 65 years of age at 53% as compared to 67.4% for the whole population, prompting the development of an initiative to outreach to African American women over 50 or at high risk.
OBJECTIVE:
Capitalize on California's African American Flu Campaign to reach Black families in San Diego County. Build a campaign involving coalition partners in the effort to "spread the word" locally. Tailor the statewide campaign to meet local needs, and evaluate these efforts.
METHOD:
Involve the San Diego Immunization Initiative (I-3) in planning for implementation of the campaign. Recruit partners to develop distribution and evaluation plans for materials developed by the State Immunization Program for the campaign. Tailor materials and outreach efforts to be locally focused. Evaluate the impact of local interventions.
RESULT:
Over 100,000 incentive and educational items were distributed in San Diego County. A variety of community agencies and organizations participated in sharing the message with African American families and seniors. Materials were distributed through beauty and nail salons, faith groups, senior organizations and health programs. Assessments of distribution activities are being conducted.
CONCLUSION:
Community partnerships can substantially enhance the local impact of a broadly based campaign. Locally focused outreach may be enhanced and strengthened by careful utilization of materials and initiatives developed at the state level.
LEARNINGOBJECTIVES:
Identify the core elements of the California African American Flu Campaign.
List 5 activities used to implement the campaign in San Diego County.
See more of Community Flu Campaigns: Reaching the Under-immunized
See more of The 37th National Immunization Conference
