BACKGROUND:
Although hepatitis B cases reported in California between 1990-1999 have declined, the rate of reported cases have continued to be the highest for persons 15 years and older. California school requirements for kindergarten and 7th grade entry have resulted in high vaccine coverage for those 14 years and younger. Immunization data also show that hepatitis B protection levels continue to be the lowest for persons 15 years and older. Our campaigns target adolescents 15-18 years old and young adults 18-24 years of age because many of them do not seek healthcare, they often explore risky behaviors, and they are not usually identified as being at risk during routine healthcare encounters.

OBJECTIVE:
To enhance current immunization awareness efforts, California Department of Health Services (CDHS) supported local movie theater advertising to promote hepatitis B immunizations to young adults during National Hepatitis Awareness Month (May 2003), partnered with California School Nurses Organization (CSNO) to promote hepatitis B immunizations to high school seniors, and developed an outreach campaign to inform college students about getting immunized for hepatitis B.

METHOD:
There are 3 Hepatitis B efforts underway:
• the Hepatitis B Movie Ad Campaign,
• the Vaccinate Before You Graduate Campaign, and
• the Hepatitis B College Informing Campaign.

RESULT:
• Evaluation of the Hepatitis B Movie Ad Campaign did not show an impact from the campaign, but did provide data on the knowledge, attitudes, and beliefs about hepatitis B in young adults.
• Website hits showed that some people were motivated to seek out more information on hepatitis B after exposure to the hepatitis B movie ad slide and/or the outreach materials.
• An informal survey in spring 2004 will be conducted to evaluate the Vaccinate Before You Graduate Campaign.
• The Hepatitis B College Informing Campaign is still in development.

CONCLUSION:
Getting the messages out into the community through many venues and over a long period of time should be more effective than a single campaign or one-time messages.

LEARNING OBJECTIVES:
• Develop appropriate materials and outreach strategies targeting adolescents and young adults.