BACKGROUND:
Genesis Academy is a charter highschool for "at-risk" teenagers. Students from Genesis were recruited to work on a project to create an immunization message targeted to their peers. This group of students, who have named themselves "The Immunizers", is comprised of 20 teenagers ranging in age from 14 to 20 years. Over the course of a year, a campaign was developed to educate and promote immunizations to teenagers.

OBJECTIVE:
Develop a brochure, poster, reminder/recall postcards and a public service announcement to convey the message to teenagers about staying healthy by getting immunized, and to "vaccinate before they graduate".

METHOD:
During meetings and work sessions, the students were tasked with developing a message and graphics appropriate and appealing to teenagers emphasizing the importance of immunizations.

RESULT:
A brochure, poster, reminder/recall postcards, and a PSA have been developed. The message is "Be Brave, Avoid the Grave - Vaccination is a Must, Call for Facts You Can Trust". "The Immunizers" have presented their campaign at the National Coalition Conference, the Arizona Public Health Association Conference, the Annual Arizona Immunization Conference, a community fair and on local news stations. The utilization of an unorthodox public relations group has promoted the subject of immunizations to the teenage population - a notoriously hard group to reach.

CONCLUSION:
Unlikely individuals - "at-risk" adolescents - can have a very positive impact on their peers, and, as a result, also on themselves by completing a project, accomplishing unexpected goals, and achieving personal success.

LEARNING OBJECTIVES:
1. How to organize and develop a targeted message using an improbable group
2. Develop messages and materials appropriate to a hard-to-reach audience.