BACKGROUND:
In October 2004, all states were informed of the flu vaccine shortage. All plans for scheduled flu campaigns promoting to adults 50+ and babies 6-23 months of age were dropped. New materials with appropriate and changing messages were created and distributed quickly throughout the flu season.

OBJECTIVE:
In order to respond to the flu shortage throughout flu season, we needed to address the following:

• Get the word out on priority groups.
• Encourage the use of nasal-spray flu vaccine for health care workers and household contacts of infants and advertise when this vaccine became available to all who qualifies.
• Promote respiratory hygiene, such as washing hands and covering your cough.
• Promote flu shots later in the year when more flu vaccine comes into the state.
• Respond to increased influenza disease in population.
• Translate key documents.

METHOD:
Develop and distribute products such as flyers, press releases, fact sheets, and PSAs to help local health departments (LHD) and health care providers maximize the vaccination of priority groups, directly and through an extensive partner network.
Avenues of information distribution included:
• Communications with partners
• Postings on Immunization Branch website, and partners' websites
• Developing new flu vaccine-finder website with searchable database
• Flu information phone line
• Department of Education press conference

RESULT:
Developed numerous materials, increased communications with partners, dramatically increased content and viewership of website, created new website, increased reach and speed via electronic distribution, and accelerated approvals process.

CONCLUSION:
Demonstrated that the California Department of Health Services (CDHS) was responsive to the quickly changing circumstances related to the flu vaccine shortage. Provided opportunity to discover CDHS' strengths and weaknesses in communicating internally, and with partners and the public. This allowed CDHS to become more prepared for a pandemic flu or bioterrorism event.

LEARNING OBJECTIVES:
Respond effectively to a public health crisis.