Learning Objectives for this Presentation:
By the end of this presentation, participants will be able to: identify the new preteen vaccine platform, understand key audiences and partners, and undestand the steps to building a sucessful outreach campaign and media event highlighting preteen vaccines.

Background:
Preteen Vaccine Week (PVW) was first introduced in California in 1999 to create awareness about the Hep B vaccination school law requirement for 7th graders. The observance was revived to help promote the concept of preteen doctor visits, where hard-to-reach 11-12 year olds can get newly recommended immunizations for Tdap booster, MCV4, and new HPV shot (for girls).

Setting:
Activities for PVW took place across the state including local and state-level events at schools and community organizations. Educational materials were also supplied to pediatric and family practice physician offices and Medi-Cal Managed care offices.

Population:
The campaign targets 11 and 12 year olds directly and via materials targeting parents, schools, school nurses, and medical offices.

Project Description:
PVW materials were developed with input from preteens, local health departments and community partners. Materials included a brochure for kids and flyers for schools and parents. A comprehensive campaign kit included a sample press release, talking points, local proclamations, activities for school kids, and materials for provider offices. The kit went out to local health departments, schools, and coalitions. A series of radio PSAs were aired during PVW. A state kick-off media event, located at Jonas Salk High-tech Academy, featured public officials and members of a popular basketball team.

Results/Lessons Learned:
PVW proved to be an excellent opportunity to work with a variety of community partners interested in promoting preteen doctor visits and adolescent immunizations. It served as a vehicle to integrate immunizations and preventive care issues for 11-12 year olds. Having a broad-based coalition enhanced the state's efforts and we expect to expand promotion of preteen vaccines in coming years.