Education In An Epidemic: Preventing Pertussis In California

Background:  In 2010, California experienced the highest number of pertussis (whooping cough) cases reported in over 60 years.  Young infants were the most vulnerable, suffering at least 10 deaths and hundreds of hospitalizations from pertussis. Latino infants had the highest rates of pertussis in California.  The California Department of Public Health (CDPH) Immunization Branch developed a wide-range of educational materials and resources to support providers, local health departments, schools and other immunization advocates in educating California’s diverse communities about preventing this potentially deadly disease.

Setting:  Public areas, community centers, schools, hospitals and healthcare facilities

Population:  General public, pregnant women, new moms, and healthcare providers

Project Description:  CDPH employed a multi-faceted communications plan to educate both the public and providers on preventing the spread of pertussis through a combination of traditional tools (brochures, billboards), media (press releases, public-service announcements) and new media (Twitter, Facebook).  Specific efforts were made to reach the Latino community, including Spanish radio interviews, culturally-appropriate flyers and public-service announcements. 

Results/Lessons Learned:  CDPH promoted prevention to many communities across California utilizing new partnerships and media to enhance communication.  New media tools, such as Twitter, were economical approaches to connect with target audiences. Messages on Spanish-language radio stations were helpful in reaching Latinos.  Providers and local health departments were provided with an assortment of health promotion and training tools to help them educate their audiences. Timely communications through listserve messaging and webinar trainings kept providers and local health departments promptly informed.