Promoting Vaccination Among Ethnic Minorities through Media and Audience Outreach

Background: The arrival of the 2009 H1N1 influenza virus in the United States, and the subsequent pandemic declaration from the World Health Organization, created a complex environment in which to develop a timely, comprehensive, accurate and effective communications campaign to promote immunization against both H1N1 and seasonal influenza. The AED Center for Health Communication developed and organized a public awareness campaign on behalf of the National Center for Immunization and Respiratory Diseases at the Centers for Disease Control and Prevention (CDC).

Program background: Creating and delivering messages to ethnic audiences was (and remains) a high-priority, as vaccination rates are typically lower among these populations. Therefore, formative research was designed to conduct focus groups to better understand how minority groups perceived the 2009 H1N1 influenza virus, evaluate their attitudes towards vaccination, and learn what touch-points would help motivate them towards immunization.  Special attention was given to African-Americans and Latinos to guide customized messages and products to dispel mistrust and misperceptions.  Messages, materials, and public relations strategies were developed and implemented in both English and Spanish through diverse media approaches. 

Evaluation Methods and Results: Over 100 focus groups were conducted with priority audiences in eight cities in June, August, and October 2009 to gauge attitudes and beliefs about H1N1 influenza, and to receive feedback on concepts, messages, and products, including some in Spanish. Additional responses were garnered from online surveys completed by over 1600 participants. The findings from the formative research informed communications strategies and the development of materials and messages to engage ethnically diverse audiences.  Applications of the research will be presented along with sample messages, products and approaches with ethnic media. 

Conclusions: Raising awareness and moving people to action is often a communications challenge requiring a comprehensive strategy using multiple media outlets and applying thoughtful tactics.  In order to make an impact and to engage ethnically diverse audiences in the vaccination dialogue, several communications strategies were initiated including:  television and radio PSAs in Spanish; matte articles in Spanish; print materials (including posters and ads); bus advertising in Spanish; collaboration with minority health partners (i.e., Blackdoctor.org and National Hispanic Medical Association); earned media interviews (i.e.,.  Russ Parr’s Morning Show, Montel Across America, Tom Joyner, Telemundo, Univision); radio media tours; satellite media tours; and special events (i.e., National Influenza Vaccination Week).  The session will discuss the formative research as a foundation for launching and implementing many of the above mentioned strategies. 

Implications for research and/or practice: The formative research and experiences from the 2009-10 influenza campaign season offer many lessons learned as well as opportunities for further investigation and strategic communications outreach.  For example, the impact of ethnic media roundtables and utilizing ethnic press to promote influenza messages are strategic angles that should be enhanced and applied earlier in the season.  Additionally, formative research should gauge changes in perceptions, attitudes and intentions of ethnically diverse audiences towards vaccination as a result of their experiences during a complex season requiring two distinct and separate vaccines.  Input from focus groups as well as key stakeholders will help inform future strategies and shape future direction.