InFLUencing Others to Get Vaccinated: A Mixed Media Influenza Outreach Campaign

Background: With more than 150 community partners, The Northern Nevada Immunization Coalition (NNIC) is entering its 16^th year of providing immunization services, community outreach, provider education and more to 13 counties which span 80,000 miles across Nevada. These counties, which include many small and isolated towns, are often separated by hundreds of miles and have few community services and resources. The majority of these towns are also suffering from severe economic stress, and many residents increasingly lack access to immunizations.

Program background: Launched during National Influenza Vaccination Week 2010, NNIC and its members executed a silver ADDY award-winning comprehensive regional marketing, public and community relations campaign — “InFLUence Others: Get Vaccinated.” In support of the new, universal flu vaccination recommendation, the messaging focused on the positive impact flu vaccines offer an entire community, as well as a call to action to get vaccinated (it’s not too late). The campaign included a combination of free/low-cost community clinics, public information disseminated through a variety of media platforms and interactive social media applications. Developed in collaboration with a local advertising agency, it was supported by the Nevada State Health Division through grant number 5H23IP922549-08 from the Centers for Disease Control and Prevention.

Evaluation Methods and Results: Outreach was assessed during and after the designated campaign period of November 15, 2010 to February 15, 2011 through tracking of media coverage, donated time and space, number of flyers, rack cards, t-shirts and paycheck stuffers distributed, and success of community clinics. Evaluation of visitors to ImmunizeNevada.org and InFLUenceNevada.org was completed through Google Analytics. Facebook Insights provided fan demographics, response to links and referring site information to Facebook.com/ImmunizeNevada. Flu vaccines administered at community clinics were required to be entered into Nevada’s IIS, Nevada WebIZ. Campaign saturation was highest in December and during this time: 11 percent of flu vaccines (of season period Sept-Dec) were administered; nearly 10,000 flu "shots" were sent via a unique Facebook application developed and almost 1,400 people visited InFLUenceNevada.org. A campaign summary was completed and is available to download at http://ow.ly/4qPJ2

Conclusions: One of NNIC’s strengths has always been its members’ willingness and ability to work together during flu season to maximize immunization levels. The “InFLUence Others: Get Vaccinated” campaign demonstrated a level of community collaboration not seen before in northern Nevada and as a result, hundreds of thousands of Nevadans received important information about flu vaccination. Because of the overwhelming success of, response to and participation in the campaign, plans are underway to expand it in fall of 2011.

Implications for research and/or practice: This unique campaign provided an opportunity to forge new and non-traditional partnerships, and use online tools such as video, targeted blog, Facebook page and FluNV Twitter profile. Social media had substantial impact on the success of the campaign, and was the lowest cost component, reminding health marketers that the quality of the message and method of delivery, is often more important than the amount invested.