KEYWORD1:
Health education, promotion, media and communication

BACKGROUND:
The National Partnership for Immunization (NPI) launched National Immunization Awareness Month (NIAM) in August 2001 to create opportunities for promoting immunization across the lifespan. This commemorative month focuses on people of all ages and cultures at a time when parents are preparing for their children to return to school and the medical community is beginning flu season preparations.

OBJECTIVE:
To provide health professionals with strategies and tools for implementing educational or media campaigns in order to increase immunization awareness in communities.

METHOD:
NPI offered media training to its partners in anticipation of NIAM initiatives. A NIAM Promotional Kit provided guidance to immunization coalitions and health care professionals in developing programs and activities in their communities to encourage greater acceptance and use of vaccines. The Kit contains tools for raising immunization rates, including suggested activities, immunization brochures and sample materials (including a proclamation and letter to the editor). A press briefing and Congressional Education Session raised national awareness about immunization.

RESULT:
Over 2,500 Kits were distributed to communities. NIAM materials posted on the NPI Web site were accessed over 30,000 times during July and August. NPI’s annual NIAM press briefing garnered over 17 million media impressions. During NIAM, a Congressional Education Session reminded Washington, DC policymakers of the value and importance of immunization across the lifespan.

CONCLUSION:
Increasing dissemination of NIAM-related information to state and local partners is a key strategy for building local level partnerships fostering immunization. Media training, provider education and outreach to national media and policymakers provide resources and models for groups throughout the country.
LEARNINGOBJECTIVES:
1) Describe the initiatives of this immunization education and outreach project;
2) Explain the elements necessary for project replication;
3) Define the benefits of developing and sustaining partnerships to achieve common goals.