BACKGROUND:
Despite ongoing outreach efforts and a variety of local health activities, Latinos continue to receive flu shots at a lower rate than most other ethnic groups. In fall 2003, to address the lower rates of influenza immunization coverage among Latinos, the California Department of Health Services (DHS) launched a targeted campaign intended to increase awareness about the importance of flu shots among Latina women ages 50 years and older and those with chronic health conditions such as diabetes.

OBJECTIVE:
Increase awareness of the importance of getting flu shots among Latinas 50 years and older and those with chronic health conditions such as diabetes. Continue efforts to eliminate health disparities in immunization coverage among Latinos using culturally-relevant messages and education material.

METHOD:
The centerpiece for the campaign was a television commercial (also adapted for radio use) which appeared on Spanish language television stations during fall 2003 in 45 counties throughout California.
DHS partnered with Univision, the most recognized Latino media company, local health departments, and over 30 partners to maximize outreach efforts into the Latino community.
Collateral materials with health messages were distributed in different venues. These materials include: educational brochures, static cling-on posters, compact mirrors, handheld fans, emery boards, counter cards, and pencils.

RESULT:
Not available at this time.

CONCLUSION:
The Latina 50+ Flu Campaign focuses on increasing awareness about the importance of flu shots in order to create a foundation for behavior change and maintenance strategies in future campaigns.

LEARNING OBJECTIVES:
Create culturally-appropriate campaign and education materials.
Increase awareness about flu shots in the Latino community who are ages 50 years and over and those with chronic health conditions such as diabetes.