Learning Objectives for this Presentation:
By the end of this presentation participants will be able to:
1. Identify challenges to organizing an immunization promotion event with non-traditional partners.
2. Describe the process for organizing the event and securing consensus among participants.
3. Identify the considerations involved in the production and distribution of a Video News Release.


Background:
At the beginning of the 2006-2007 flu campaign, vaccine manufacturers predicted that 120 million doses would be available in the U.S. and various means were sought for encouraging a greater percentage of the population to receive the vaccine. The San Diego Immunization Branch was asked to put together an event to promote immunization against the flu for healthy adults, particularly individuals over age 50. The event would be videotaped for use as a Video News Release (VNR) and distributed to media outlets throughout the state.

Setting:
San Diego County, California

Population:
The community as a whole: active participants included a local motorcycle enthusiast group, the state adult immunization coalition, and state and local immunization programs.

Project Description:
The “Boomer Biker Immunization Ride” VNR was developed using motorcycle riders as a visual for the message that all adults, particularly those over 50, should be protected against the flu. A local motorcycle dealership and riding club agreed to participate. The group was videotaped riding through the countryside, then returning to the agency and receiving flu shots. Some of the bikers provided comment, and medical experts were on hand to answer questions and provide sound bites.

Results/Lessons Learned:
This project presented unique coordination challenges, but resulted in a spectacular VNR, good media exposure, and the chance to promote adult immunization messages to a wide new audience.