BACKGROUND:
Influenza is responsible for more hospitalizations each year among West Virginians age 65 and older than diabetes, cancer or stroke. Claims data show that only six of every ten Medicare consumers get an annual flu shot. Influenza rates are significantly lower in a 20 county rural target area. Research identifies a lack of confidence in the effectiveness of the flu shot and a belief that the flu shot can cause the flu as reasons for non-compliance. Each fall, 134 seniors represent their communities as senators and delegates to West Virginia's Silver Haired Legislature. These senior leaders present an opportunity to provide targeted health promotion messages.

OBJECTIVE:
To provide flu shots for seniors in the Silver Haired Legislature.
To promote the "Get the Flu Shot Not the Flu" message in target counties through a media event involving the Silver Haired Legislature.

METHOD:
West Virginia Medical Institute, the West Virginia Bureau of Senior Services and the West Virginia Immunization Network coordinated a flu clinic and media promotion event during the 2003 Silver Haired Legislature at the State Capitol. Local health department staff provided flu shots. Area media covered a press event featuring a 'celebrity' senior getting a flu shot. Localized news stories and legislator photos were circulated to newspapers in target counties.

RESULT:
Sixty legislators (45%) received the flu shot at the event.
Five of eight local newspapers (63%) ran the article and photo featuring local legislators.
Flu shot promotion is now an established part of the Silver Haired Legislature agenda.

CONCLUSION:
Flu clinics are well received at established senior events.
Senior leaders can be recruited as community health improvement champions.
Media are interested in localized flu promotion stories.

LEARNING OBJECTIVES:
To develop flu vaccine promotion strategies for seniors.
To involve senior leaders in local flu promotion campaigns.