Using Formative Research to Develop An Immunization Communication Campaign Targeted to Parents

Background: While U.S. childhood immunization coverage rates are at or near record high levels, challenges remain in maintaining these rates.  In order to better understand and address these challenges and effectively tailor vaccine messages and concepts, NCIRD conducted formative research with parents.   This research provided NCIRD with the opportunity to develop messages and products that resonate with parents to encourage them to vaccinate their children according to the recommended immunization schedule. 

Objectives: To understand parents’ knowledge, attitudes and beliefs regarding infant immunizations and to identify the most effective appeals for communication strategies.

Methods: In 2008 and 2011, NCIRD conducted a series of focus groups with parents of children younger than  2 years of age in 5 major U.S. cities to explore their knowledge, attitudes, and beliefs on infant immunization and to test communication appeals, concepts and materials.  In both years, participants included mothers and were segmented by race/ ethnicity and education. In 2011, focus groups were also segmented on level of parenting experience and included Hispanic mothers, as well as 3 groups of fathers to explore their role in immunization decisions for their children.  After developing mass media products based on all of the findings, intercept interviews were conducted to refine and finalize materials. 

Results: Formative research revealed: 1) a better understanding of barriers that deter parents from following the recommended immunization schedule, 2.) motivators for keeping their children on schedule, 3.) parents’ perception of vaccines as compared to other children’s health issues and preferences for vaccine information sources. 4.) parental preferences for communication appeals and concepts for immunization communication materials  

Conclusions: NCIRD has been able to develop culturally and linguistically appropriate educational and mass media infant immunization communication campaign materials for various parent audiences.