Learning Objectives for this Presentation:
By the end of the presentation participants will have learned about a recent campaign to increase pertussis immunization coverage among adolescents, adults and infants.

Background:
Pertussis has been on the rise in Texas, with 2,000 cases in 2005 and nine deaths, eight of which were infants younger than three months. In Texas, the introduction of the new Tdap vaccine indicated for adolescents and adults first focused on vaccine availability, encouraging providers to replace Td with Tdap. This transition accomplished, attention has turned to increasing rates.
A survey of two metropolitan areas found that 25 percent of respondents did not know that pertussis is spread through coughing and over 50 percent did not know that it could be prevented by vaccination.


Setting:
Metropolitan areas and interstate highway corridors with high pertussis incidence, schools and daycare facilities statewide

Population:
Parents, grandparents and siblings of infants, as well as the infants themselves

Project Description:
The Texas Immunization Branch conducted an aggressive campaign that included radio, television and print advertising, extensive news coverage and statewide distribution of print materials through schools, daycare facilities and medical associations.
Creative strategy sought to communicate several epidemiological principles: that disease risk is increasing, as evidenced by infant deaths and rising incidence; that vaccination of household contacts protects infants; that transmission is airborne and that it is interrupted by immunization. Using layman's terms, contractor Sherry Matthews presented these concepts in highly impactful and memorable ways. These ads are available to other state health departments to adapt (e.g. use under their own logos).
Surveillance data showed the highest disease incidence to be in major metropolitan areas and the interstate highway corridor connecting them, and ad placement was geographically targeted to the corresponding media markets.


Results/Lessons Learned:
The program is conducting a pre- and post-campaign survey to measure changes in awareness and the results will be presented.