BACKGROUND:
Delivering immunization educational messages that affect behavior change is complex and requires the use of multiple dissemination sources and channels. Covering a large geographic area that incorporates individuals with diverse backgrounds, educational levels, and rates of health literacy, proves to be challenging for any healthcare entity or quality improvement organization.

OBJECTIVE:
The objectives are to identify grassroots volunteer network-building tools and to communicate strategies for recruiting participants and planning for an immunization education campaign.

METHOD:
The methods of establishing a network involved the identification of volunteers and partners who could contribute to disseminating materials for community immunization efforts. Screening questionnaires, based on critical factors of the Precede-Proceed health planning model, were administered to potential volunteers. Additionally, industries, churches, service groups, hospitals, as well as other healthcare organizations and personnel, joined the effort. Specific strategies were planned with input from the volunteers and other partners before the campaign was officially launched. Among these strategies were meetings, press releases, identifying a program message, securing funding, commitment and support, as well as selecting and developing incentive materials.

RESULT:
Almost 1,400 participants in 49 out of 67 counties committed to playing some role in the distribution of ‘IZ Alabama Covered?' card covers and materials to over 240,000 elderly individuals throughout the state. Consequently, 88,500 more immunizations were measured between 2002 and 2003 (a 66% increase).

CONCLUSION:
The volunteer network proved to be a valuable resource and partner in promoting vaccination information to help change behavior.

LEARNING OBJECTIVES:
The attendee will better understand the importance of utilizing community-based volunteers to promote immunizations; identify local barriers to disseminating health information throughout the state; and learn of ways to overcome barriers when mobilizing volunteers and resources necessary for a successful grassroots immunization-education network campaign. Furthermore, attendees will understand the difficulty inherent in measuring direct effects of a community-based initiative on immunization rates.