Learning Objectives for this Presentation:
By the end of the presentation participants will be able to:
1. Define the key health message.
2. Identify media to communicate the message.
3. Evaluate efficacy of the message.

Background:
In 2005 Maryland revised school immunization regulations, mandating hepatitis B and varicella immunization for all 5th-9th graders. In Baltimore City, approximately 26,000 students were initially non-compliant. A novel multimedia campaign was developed to encourage parents to partner with schools, physicians and the health department to meet this challenge.

Setting:
Baltimore City radio and television stations, bus kiosks, movie theaters, public clinics and physician offices

Population:
Parents of students entering 5th-9th grade in Baltimore City public schools.

Project Description:
A simple slogan, "Don't Wait to Vaccinate," was translated into a colorful green and purple graphic message noting the new shot requirements and how to fulfill them. This visual was displayed on bus kiosks, theater previews, large outdoor banners, and handouts. Radio ads with the message were on at drive time. Parents received school letters with the same information. To evaluate campaign impact, surveys were conducted: (1) at BCHD immunization clinics; (2) at physician offices via phone; and (3) at BCHD offices to tally calls.

Results/Lessons Learned:
The school letter, essentially free advertising, was the most effective approach to promote immunization. Second most effective, and most expensive, was the radio ad. These findings have important implications for future high priority rapid communication efforts.