Educating Target Audiences about Annual Childhood Influenza Vaccination

Background:
Flu vaccination rates in children and awareness of the importance of annual childhood flu vaccination have slowly been increasing over the past few years, but remain low overall – despite the fact that more than 400 children have died from the flu in the past five flu seasons. Additionally, only 10% of parents recently surveyed by Families Fighting Flu (FFF) were aware of the current age group recommended for flu vaccination, and nearly 6 in 10 said they have not taken their child(ren) to get a flu vaccination in the past two years. Due in part to the education efforts of groups like FFF – a non-profit organization comprised of families who have lost a child to the flu – the percentage of parents who say they now “take a preventative attitude” regarding flu season is rising (from 49% in 2007 to 57% in 2008) – but increased education among parents, health care providers, and other audiences regarding childhood flu vaccination remains critical.

Setting:
N/A

Population:
Local, state, federal, and private-sector immunization partners interested in educating others about annual childhood flu vaccination.

Project Description:
Attendees will hear a discussion on FFF's diverse campaigns to educate target audiences about childhood flu vaccination. Attendees will be taught how to spread the message of flu prevention. Data from two new surveys will be presented to highlight the level of flu misinformation, confusion and concern that exists among parents. The presentation will also include a “best practices” discussion on how to work with third parties (corporate, government, associations, advocacy groups) on education efforts, and the role of the media in moving the needle toward increased awareness will be demonstrated.

Results/Lessons Learned:
• Tactics to educate target populations about childhood flu vaccination and prevention
• How to work with third parties to achieve a common goal
• Widespread flu-related misconceptions among critical audiences