2005. Daniel Epstein Public Information Pan American Health Organization Vaccination Week in the Americas 2005.

2005

2005

Daniel EpsteinPublic Information

Pan American Health Organization

Vaccination Week in the Americas 2005

2005

Vaccination Week in the Americas 2005

2005

Communication Objectives

• Help increase immunization coverage

• Let people know about Vaccination Week

• Create momentum for immunization programs

• Promote equity and Pan Americanism: Vaccines for all, especially the poor

• Work with current partners and seek new ones

2005

• Consult with all countries, partners• Target audiences • Create messages, focus • Distribute• Evaluate

Methodology

2005

• 2004 campaign reached all countries• More than 40 million vaccinated• Exceeded targets • Created opportunities

Vaccination Week in the Americas 2004

2005

Communications Products

• Regional, country media plans prepared

• News Releases, PSAs , Posters designed and distributed– Announce the event, radio spots, stickers

– Build momentum, target

– Maintain interest, Interviews

– Localize and report results

2005

Communications Products• Posters for 2005

– Can be localized and adapted

– Targeted to various audiences

– Available to all groups

– PAHO can provide artwork

2005

• Slogan – Immunization: An Act of Love– Love them, protect them, Immunize them

• Lema - Vacunación: Un Gesto de Amor– Ámalo, protégelo, Vacúnalo

• CDC, UNICEF co-branding

• Ministries, state agencies co-branding

Branding

2005

Targeting: Specific populations

2005

Targeting: Mothers, Fathers, Siblings

2005

Targeting: Specific countries

2005

Targeting: Languages, dialects

2005

Targeting: Ethnic Groups

2005

2005

Reaching children with comic books

2005

Vaccination Week in the Americas ‘04

• All of the Americas participated

• New partners joined in communications (CDC, UNICEF)

• Closer coordination with countries

2005

Vaccination Week Launch 2004

• Regional launch in Haiti with PAHO, UNICEF

• First Ladies, Presidents participated in many countries

• Political win-win for all

• Potential media event

2005

Vaccination Week Evaluations 2004

2005

Communications Results 2004

• Communications reached all areas,

especially via TV

• Millions of children were vaccinated

• Workers mobilized

2005

Lessons Learned

• Not the first week in June

• Maintain branding

• Radio in indigenous languages

• More radio and more community theater

• More news outreach

2005

Lessons Learned

• Posters and videos targeted by area

• Use of celebrities, Champions of health very effective

• Encourage wide use of posters and logo (branding)

• Stress that week does not replace routine vaccinations

2005

Vaccinate America ‘05

Seeking isolated areas

Five priority countries – communication strategy

Special Focus on US-Mexico border

Working on evaluation and documentation

Social mobilization

Increased participation

2005

Ongoing Challenges

• Reach isolated areas (urban and rural)

• Target those who always are left behind

• Increase awareness of importance of old, new vaccines

• Let each country decide what, where and how

2005

Challenges for 2005

• Increase awareness of campaign

• Plan, implement integrated communications activities

• Evaluate communication impact

• Publish results

2005

Vaccination Week in the Americas 05

• First ever regional campaign

• Take model global– Solidarity– Best of

globalization

2005

2005

• Vaccination Week in the World

• It’s not another campaign, it’s

another

opportunity

2005