BACKGROUND:
Immunize LA Kids was formed in 1999 under the CDC's Racial and Ethnic Approaches to Community Health Initiative (REACH 2010). It is administered by South Los Angeles Health Projects, a community-based unit of the LA Biomedical Research Institute at Harbor-UCLA Medical Center. Project interventions include tracking and follow-up with under-immunized children, community outreach and education, media, and a provider-based intervention. To address low vaccination rates in the African American community, Immunize LA Kids launched a print and radio outreach campaign.

OBJECTIVE:
To utilize culturally-appropriate messages to encourage African American parents and guardians to: a) vaccinate their children on-time and b) consistently use the immunization record to track recommended immunizations.

METHOD:
Immunize LA Kids' African American Taskforce was actively involved in identifying media and outreach priorities, developing messages/materials and evaluation strategies. An outreach flyer and five radio PSAs were developed. To ensure they appeal to the target audience, the pieces incorporate common immunization beliefs and use familiar language, colloquialisms, and a “hook” to catch attention. A Public Relations firm assisted with PSA development, production, and placement.

RESULT:
By promoting culturally-appropriate messages, we are encouraging on-time vaccination in the African American community. Materials were pre-tested to assess message effectiveness and ability to capture the target audience's interest. The flyer is being distributed and evaluated in clinic and community settings. The sixty-second PSAs were aired on three popular radio stations.

CONCLUSION:
Coalitions can effectively promote immunization awareness using culturally appropriate media and educational materials developed with guidance from members of the target population.

LEARNING OBJECTIVES:
Attendees will be able to: 1) describe approaches to developing culturally-appropriate media and educational materials; 2) identify ways to evaluate outreach materials; and 3) describe the results of developing culturally appropriate messages to promote immunizations in the African American community.