Wilma J. Wooten, Health and Human Services Agency, Public Health Services, County of San Diego, 1700 Pacific Highway, Room 301, M.S. P-511A, P.O. Box 85222, San Diego, CA, USA and Kathleen W. Gustafson, Immunization Program, County of San Diego Health and Human Services Agency, Immunization Program (P-115B), P.O. Box 85222, San Diego, USA.
KEYWORD1:
Collaboration, African American, Disparities
BACKGROUND:
In response to research showing lower rates of immunization for African Americans at both the national and state levels, the California Department of Health Services Immunization Branch developed a media campaign. Aimed at African American women over age 50 or those diagnosed with diabetes, the campaign promotes immunization against influenza. The underlying premise is that women over 50 have been identified as health decision makers in this community, so that influencing their attitudes concerning immunization will have a positive impact on the family as a whole. The National Medical Association (NMA) provided vital support for the statewide campaign.
OBJECTIVE:
Achieve community awareness of the importance of receiving influenza vaccine among African American women over age 50 or who have been diagnosed with diabetes. Establish a climate of community support for receiving influenza vaccine in a community at risk for under-immunization.
METHOD:
Disseminate materials developed for the California African American Flu Campaign widely in the target community. Collaborate with the National Medical Association to support the importance and value of the message.
RESULT:
The National Medical Association disseminated campaign promotional materials to all 9 state and local society presidents in California. NMA sponsored the dissemination of and insert promoting immunization awareness to churches for their bulletins and identified local coffee shops for the distribution of campaign promotional materials including coffee cup sleeves and coasters. The Essence Magazine ad created for the campaign was published in the January issue of the Journal of the NMA to reach all members nationwide, but especially those in California. An article was published in the NMA newsletter with highlights of the State’s Kick-Off event for the campaign.
CONCLUSION:
The collaboration of an organization with significant influence in the target community is a critical asset in a campaign to reduce immunization disparities.
LEARNINGOBJECTIVES:
Collaborative strategies to reduce immunization disparities.
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