Immunizations are Your Best Shot! : California's Preteen Vaccine Week (PVW) 2007

Learning Objectives for this Presentation:
By the end of the presentation, participants will be able to:
•Identify materials to promote preteen immunizations.
•Describe PVW campaign design, outreach, and outcomes.
•Gain insights into replicating campaign.

Background:
Preteen Vaccine Week begun in 1999 and was revived in 2007 to highlight the importance of preteen doctor visits and adolescent immunizations, including Tdap, MCV4, varicella, and HPV vaccine.

Setting:
PVW 2007 activities took place across California, at local- and state-level events at schools and community sites.

Population:
The PVW campaign targets 11-and 12-year-olds and offers materials tailored to parents, preteens, schools, school nurses, health care providers, and media.

Project Description:
PVW mobilized health departments, coalitions, and partners working with adolescents. PVW materials, including Governor Schwarzenegger's proclamation of the observance, generated attention and highlighted local efforts. Many health departments conducted events; San Diego County created complementary tools such as a webcast on adolescent vaccinations. Several jurisdictions observed a surge in vaccine orders after PVW events.

Results/Lessons Learned:
While PVW 2007 successfully raised awareness through the distribution of compelling messages via audience-appropriate communication channels, additional preteen outreach will encourage families to schedule preteen doctor visits. For PVW 2008, we plan to expand communication to 11-and 12-year-olds by airing radio PSAs and producing interactive online games and contests. Partnering with San Diego County and the FC San Diego youth soccer organization, we plan to host a preteen bilingual “half-time” show at the Club's Presidents' Cup tournament. The event will feature public health advocates, a sports celebrity, “Izzy” the immunization bear mascot, games, incentives, and rap music designed by preteens. As thousands of people are expected to attend, this venue will serve to augment California's reach. The involvement of preteens in the design of materials to the implementation of immunization activities is key to continued effectiveness.