Transcript
UNDERSTANDING THE
CLIMATE FOR
COMMUNICATION ON
VACCINES
AND ADVERSE
EVENTS Vaccines and Biologicals, 1999
If we have no fear of vaccines, but have fear of disease, we vaccinate our children
If we have no fear of vaccines, but no fear disease either, there is inertia
But if we have no fear of disease, but fear of vaccines, we refuse immunization
Source: LW Sullivan, President Morehouse School of Medicine, Georgia US. At US National Immunization Conference, Atlanta, Georgia, July 1998
http://www.sciencesetavenir.com/tempsfort/page7.html
Sciences et Avenir, November 2001
Target diseases disappearing Difficult to prepare for crises New communications: television and Internet Bad news more exciting than good news Very technical subject with difficult concepts
to explain
A communications challenge
Risk when disease is virtually absent
Risk during an epidemic
Concepts difficult even for professionals e.g. “temporal” vs.“causal” association, “relative risk”, “risk assessment”
A communicationschallenge
Parents seek litigation Is the service for the benefit of individual or society? Compulsory or opt-out? Mass campaigns vs. right to choose Compensation
Legal aspects
ADVERSE EVENTS
Anti-vaccine lobby reduced coverage with pertussis vaccine
Does it matter?
0
100
200
300
400
500
I
1940 1950 1970 1980 1990
Vaccine uptake
DTP introduced
81%
31%
93%
Cas
es p
er 1
0000
0
Year
Active AVM
Source: Gangarosa. Lancet 351, 1998
1960
INCIDENCE OF PERTUSSIS IN COUNTRIES AFFECTED BY ACTIVE ANTI-VACCINE MOVEMENTS (United Kingdom)
Anti-vaccine lobby reduced coverage with pertussis vaccine
Number of cases and deaths rose for some years afterwards
Does it matter?
Anti-vaccine lobby reduced coverage with pertussis vaccine
Number of cases and deaths rose for some years afterwards
Conclusion: anti-vaccine propaganda hurts the programme and the kids
Does it matter?
Increased patients rights to choice Increased demand for transparency Modern communications Scientifically complex information Decreased prevalence of vaccine-preventable diseases Imagination in communication And it often leads to a crisis……….
In summary….
COMMUNICATIONS PLANNING
WHY A COMMUNICATION PLAN? Public concern on health issues is high Crisis is common Complex messages Low budgets
A COMMUNICATION PLAN…
allows you to be proactive rather than reactive
allows you to focus on the programme’s goal and develop strategic linkages with key partners
A COMMUNICATION PLAN…
Is designed to– correct a negative situation– achieve a well-defined objective– maintain an existing situation
COMMUNICATIONS PLANNING Involve partners in the planning process
WHO ARE MY PARTNERS? (1)
Other ministries or units within the MOH International organizations e.g. WHO,
UNICEF, UNDP NGOs such as rotary, save the children, etc Bilateral government bodies, e.g. USAID,
NORAD... Foundations Voluntary organizations Schools and universities
WHO ARE MY PARTNERS? (2)
Specialists e.g. virologists Advertising agencies Market research agencies Government radio/TV The media Communities Etc…………………………..
PROVIDE BACKGROUND– define the problem or opportunity
– examine the strengths, weaknesses of opportunities and threats to your programme
– gather information on what happened in the past, what is currently happening, and what is expected to happen
STATE THE GOAL
a big picture statement about what you want to achieve
THE GOAL SHOULD BE DEVELOPED TO…
– inform – persuade– motivate or – achieve mutual understanding
IDENTIFY OBJECTIVES
should be focused and measurable What do you do you hope to accomplish?
EXAMPLES OF OBJECTIVES
to increase awareness of childhood immunization
to ensure messages are consistently delivered in a timely and accurate manner
DEFINE TARGET AUDIENCES The people most affected by or most influential in accepting an idea, programme, or
event Target audiences
– internal– employees, boards– external– media, community, partners, government, families
CHOOSE MESSAGES What do you want the audience to hear and
retain?
DEVELOP STRATEGIES A plan of action that describes what tools
will be used to reach the audience Tools and Tactics
– press releases, fact sheets, brochures, advertising, posters, displays, web site
COORDINATE TIMEFRAME
develop a timetable that shows the start and completion of each strategy
ESTABLISH BUDGET
How much will it cost to implement all of the strategies?
EVALUATION
results and outcomes against objectives
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