Using “Viral” Video Dissemination to Reach Parents with Immunization Messages: Welcome to Parenthood

Background:
Utilizing the “Stages of Change” transtheoretical model, as well as risk communication theories, “Welcome to Parenthood” acknowledges that current risk perception about infant immunization may focus more upon the perceived side effects of shots, rather than an actual understanding of the risk of disease. In addition, many parents are not at the action or maintenance stage of making this health decision, but are perhaps in the pre-contemplation or contemplation phase.

Setting:
n/a

Population:
The target audience for this piece is new parents, especially mothers, who are usually the decision makers regarding childhood health issues. For many new parents, there are an overwhelming number of health decisions to be made, and this piece recognizes that—while indirectly addressing parents' possible concerns about infant immunizations. The ultimate goal is to empower the audience with concrete tools to help bring them a step closer to a decision supporting vaccination.

Project Description:
Motion graphics refers to a short piece with both video and audio components that is available for download. It's then passed peer-to-peer, from a provider to a patient, or disseminated widely by placement on multiple popular parenting sites. “Welcome to Parenthood” offers parents the empowerment to discuss any concerns or questions with a physician—a concrete, achievable goal.

Results/Lessons Learned:
It is essential that viral video be identifiable and recognizable to parents and speak to them realistically. A video must be entertaining in order to be propagated across communication channels (e.g., emailed to friends and family), all while integrating an public health message that reflects the current needs and concerns of its audience. Through various distribution channels, the video has been sent out over 10,000 times, as well as viewed numerous times on YouTube and the CDC web pages.