BACKGROUND:
Each year the CDC National Immunization Program (NIP) develops print materials and web pages to educate the public and healthcare professionals about infant immunizations. These materials are based on current research, strategic directions, and a clear understanding of the target audience and the intended message. Sound graphic and web design principles and strategies are then employed to deliver the message and get the intended results.

OBJECTIVE:
Offer design principles and strategies that creative staff use to produce web and print materials that effectively reach the targeted audiences with the intended message and get results.

METHOD:
Using the CDC National Immunization Program's National Infant Immunization Week past print and web campaigns as lessons learned, the workshop participants will be shown how to address key audiences, write clear and simple headlines, structure Web pages and print materials to facilitate the campaigns goals

RESULT:
By using strong design principles, the print media used in the NIIW campaigns have effectively communicated the key message to the targeted audiences and achieved results. And, the web materials show how readers could access and download print materials, and how this Web site continued to evolve from year to year.

CONCLUSION:
Effective print media make use of design principles which effectively reach target audiences. Additionally, Web sites can save both time and money as compared to other media. As such, immunization programs need to develop content explicitly for the Web too.

LEARNING OBJECTIVES:
By the end of this workshop, participants will be able to
* Address the target audience
* Understand why immunization information needs to be written specifically for Web audiences
* Establish the most effective print and web media to communicate message to target audience
* Promote the key message
* Describe design principles and strategies which can be used by creative teams to effectively communicate to target audiences