Learning Objectives for this Presentation:
1) By the end of the presentation participants will be able to promote immunization awareness by capacity building and facilitating local observance of NIIW/TIM promoting new strategies and methods of engagement.
2) By the end of the presentation participants will be able to used new methods of promoting activities at childcare and preschools.
3) By the end of the presentation participants will be able to enhanced collaborative efforts among partners and coalitions.



Background:
National Infant Immunization Week (NIIW) occurs during the month of April and is a nationally proclaimed week of press and outreach events to focus public awareness on the importance of age-appropriate immunizations. May is California's Toddler Immunization Month (TIM), creating an additional opportunity for activities. The California Coalition for Childhood Immunization, (C3I) encouraged health departments, and local coalitions to hold press and community outreach events.


Setting:
Events were held at various preschools and childcare facilities throughout California. Pre-schoolers sported magician costumes and participated in magical activities.


Population:
Groups consisted of childcare, pre-schools, providers, and media. TV, PSA, local newspapers, and website promotion were inclusive.


Project Description:
To maximize media attention across the state a coordinated multi-site event was planned and implemented. C3I held monthly conference calls with participants representing local health departments, immunization coalitions, and partners. The 2005 campaign staged a series of statewide educational events involving thousand of California children. Planning early, developing a core team/ partnerships, and setting timelines lead to a successful campaign.


Results/Lessons Learned:
Thirty-six (36) counties/organizations throughout California participated in the 2005 It's Not Magic. It's Immunization! Campaign. 11 counties planned actual events held at preschools, childcare centers, Head Start schools, and other local venues. Media coverage was comprehensive, 18 known occurrences of media coverage, including 6 televisions stations, 2 radio stations, 9 newspapers, and 1 website. Next year's focus is getting more African American childcare centers involved.