California's 2010 Pertussis Epidemic: Communication Strategies That Worked

Background:  In the spring of 2010, the California Department of Public Health (CDPH) observed an increase in reported cases of pertussis that indicated that the state could be facing a peak year for the disease.  To raise awareness of the threat and the importance of immunizations, a communications campaign was launched.

Setting:  During the first quarter of 2010, almost twice as many pertussis cases were reported than during the same period in 2009. Two infants had died. Awareness was low among adults of the availability of a pertussis booster shot for teens and adults.  California was one of 11 states that lacked a requirement that middle-school students get a pertussis booster shot.

Population:  The target populations were 1) family members of infants; 2) general population.

Project Description:  CDPH implemented a communications campaign, using traditional and social media, that employed news releases in English and Spanish, media briefings, ethnic media roundtable meetings, pro-active pitching to mainstream media and bloggers, radio media tour, Web site postings, video healthcasts, Facebook and Twitter.  In addition, the campaign used consistent messaging, was coordinated with local health departments and regularly highlighted new aspects of the epidemic to maintain a high news value. Informal partnerships were established with immunization coalitions to provide additional messengers.

Results/Lessons Learned:  The campaign resulted in widespread statewide media coverage continuously for six months and periodic national media coverage. Frequently  highlighting new aspects of the evolving epidemic promoted ongoing media coverage. Building relationships with bloggers resulted in many online stories. Consistently using key messages in media interviews ensured that they appeared in almost all news coverage. Maintaining a schedule of  Web site updates of pertussis morbidity and mortality data promoted media coverage. Other messengers, such as immunization coalitions, can serves as third-party endorsers and deliver effective messages that would be problematic for a government agency.