36652 Creative, Succesful Messaging for Challenging Messages

Karin Szymanski, M.Ed., BA, TAPI, The Arizona Partnership for Immunization, Phoenix, AZ

Background:  The Arizona Partnership for Immunization (TAPI) is a state-wide, non-profit coalition with a mission to foster a comprehensive, sustained community program for the immunization of Arizonans against vaccine preventable diseases. This collaborative partnership brings stakeholders to the table to develop a sustainable community response to the problem of under immunization. Among those responses is the development of education marketing pieces and social media campaigns to the general community as well as the medical/public health field. TAPI designs and distributes material state wide and also offers our designs nationally. 

Program background:  TAPI began in 1993 in response to the alarming fact that only 43% of Arizona’s two-year-olds were fully immunized against preventable childhood diseases like measles, mumps, polio and whooping cough. Since then, TAPI has expanded its focus to the lifespan for immunization education. TAPI has designed successful campaigns surrounding: cocooning, health care vaccination education, flu immunization, a robust preconception/growth chart hand out, NIIW education materials, teen education campaigns and most recently, measles materials. 

Evaluation Methods and Results:  Evaluation methods for our campaigns have included QR code tracking, website and social media analytics, and text message usage, coalition member feedback regarding the campaign and tracking of print materials disseminated from TAPI. With stakeholder buy-in, our materials are ordered around the state and also utilized nation-wide. We have a robust website for our general and medical community and data collection for unique campaign implementation. Partnership engagement and agency credibility defines our success in vaccine messaging and momentum in Arizona. 

Conclusions:  The Arizona Partnership for Immunization has developed a robust immunization coalition engaging partners around the state to develop well defined marketing campaigns and quick response messaging with success. Our messaging consistently includes support by a variety of data and partnership feedback. Our structure and campaigns can be translated to any aspect of public health, based on sector engagement. 

Implications for research and/or practice:  As reported in the 2013 NIS survey data for the state of Arizona. The immunization rate for children aged 19-35 months was 75.5% compared to 46% in 1995 reported to NIS (www.cdc.gov/vaccines/imz-managers/coverage/nis/child/data/tables-1995.html).