Tuesday, March 18, 2008

Evaluation of NIIW/TIM Radio Campaign: “Up-to-date? Celebrate!”

Nidhi M. Nakra, Immunization Services Division, Program Operations Branch, Centers for Disease Control and Prevention, 3530 Wilshire Blvd., Suite 700, Los Angeles, CA, USA, Julia Heinzerling, LA BioMed/South Los Angeles Health Projects, 2930 West Imperial Highway, Suite 601, Inglewood, CA, USA, and Dulmini Kodagoda, Los Angeles County Immunization Program, 3530 Wilshire Blvd. Suite 700, Los Angeles, CA, USA.

Learning Objectives for this Presentation:
By the end of the presentation participants will be able to describe parental radio-listening behavior and discuss campaign effectiveness in promoting behavioral change.

During National Infant Immunization Week/Toddler Immunization Month 2007, Los Angeles County Immunization Program launched a radio campaign, using the statewide theme, “Up-to-date? Celebrate!” The campaign consisted of 60-second announcements, broadcasted for seven weeks on five stations that targeted households with children (<4 years). The campaign encouraged parents to check records or talk to children's doctors, to ensure up-to-date status. Messages emphasized preventive benefits of vaccination, importance of timely and age-appropriate immunizations, and where to access free/low-cost immunizations.

Assess message reach/recall and measure extent to which listeners adopted suggested behaviors/practices.

Interviewer-administered questionnaire, delivered to parents at 10 WIC sites, six weeks after campaign completion.

Data included 177 participants (34%: African-American; 63%: Latino). Of respondents, 46% listened to the radio >2 hours/day and 54% listened in the car. Of those who listened to the radio, 58% listened weekday mornings and 44% listened weekend afternoons. Of listeners, 42 (25%) heard immunization messages over the past 3 months, of whom 19 (45%) heard messages once or twice in that period. When asked what they heard, 47% recalled the importance of immunizations, 19% heard immunizations were free, 17% heard about the schedule/need for timely immunizations, and 14% cited resource information. Of those who heard messages, 24 (57%) heard them on the stations that broadcasted the campaign and 29 (69%) indicated the messages motivated them to speak to their children's doctors. Of those who were motivated, 3 (10%) acted upon the advice and 1 (3%) got their child immunized.

Respondents recalled key campaign messages and a high percentage were motivated by messages. Survey limitations presented difficulty in accurately determining if respondents followed the suggested advice.