Preteen Vaccine Week Californias Statewide Outreach Campaign Natalie

Preteen Vaccine Week: California’s Statewide Outreach Campaign Natalie Nakahara, MFA Acting Section Chief Information and Education Section California Department of Health Services, Immunization Branch 3/07

Topics • • • Preteen recommendations Preteens in California Outreach strategy Materials/tools development Success Lessons learned California Department of Health Services, Immunization Branch 3/07

California Department of Health Services, Immunization Branch 3/07

11 -12 -year-olds • 1, 076, 611 11 and 12 year-olds in California* • Not children, not quite teens • “Tweens” *Source: Department of Finance, May 2004 California Department of Health Services, Immunization Branch 3/07

Race/Ethnicity for 11 -12 -year-olds, California Title 2005 • Bullets California Department of Health Services, Immunization Branch Source: State of California, Department of Finance, 2004 3/07

Language spoken at home 10 -12 years old 30 -50 years old English 11. 4% 11% Spanish 24. 1% 33. 4% English & Spanish 63. 5% 53. 5% Source: 2003 California Health Interview Survey California Department of Health Services, Immunization Branch 3/07

Language • For those who speak some Spanish at home, how well respondent speaks English Very Well 10 -12 years old 47. 2% 30 -50 years old 17. 7% Well 45. 1% 20. 8% Not Well 7. 7% 61. 6% Source: 2001 California Health Interview Survey California Department of Health Services, Immunization Branch 3/07

Children’s Understanding • By Age 11, understand: – Specific germs/bacteria cause specific diseases – Self-responsibility to prevent illness – Body processes and functions – Diagnostic and treatment functions in medical procedures Source: Barbara Tinsley, PHD, University of California Riverside, Presentation on Infectious Disease Control, Children’s Understanding of Health, 2004 California Department of Health Services, Immunization Branch 3/07

Reaching Tweens • Start with the Tween, Not the Parent • Starting to calling their own shots • Catch them now to help grow into healthy adults • Messages through multiple vehicles • Parent, provider, school, media Sources: Executive Summary of the General Market Formative Immersion Research to Support Brand Development for the Youth Media Campaign, prepared for the Department of Health and Human Services Public Health Service CDC, May 2000 Parents of Kids with Infectious Diseases (PKIDs) Teen Vaccine Initiative Adolescent and Parent Surveys Report, September 2005 California Department of Health Services, Immunization Branch 3/07

Outreach Strategy CDHS Schools Parents 61 LHDs, Coalitions Providers Media Tweens California Department of Health Services, Immunization Branch 3/07

We’ve Done This Before • Hepatitis B 7 th grade school law California Department of Health Services, Immunization Branch 3/07

Creative Development California Department of Health Services, Immunization Branch 3/07

Brochure California Department of Health Services, Immunization Branch 3/07

School Materials • Parent flyer • Case of the Missing Shots video • Classroom activities California Department of Health Services, Immunization Branch 3/07

Provider Materials Rx pads Reminder postcards California Department of Health Services, Immunization Branch 3/07

Distribution • Campaign Kits: • • 301 kits downloaded from DHS website 881 supplements downloaded Reported use of all templates and tools posted on websites for CSNO, CPTA, C 3 I • Popular Materials: • Brochures “colorful, eye-catching” • Awareness Bands “kids really liked them” • Reminder Postcards California Department of Health Services, Immunization Branch 3/07

State Kick-off Event • Preteen Vaccine Week January 21 -28, 2007 Jonas Salk High-tech Academy California Department of Health Services, Immunization Branch 3/07

Local Efforts • 30 LHDs ordered materials • 20 LHDs reported PVW activities • Wide variety of activities § Provider education: Grand rounds, coalition meetings, mailings, registry reminder recall, webinar, distribute materials § Schools: mailings, clinics, distribute materials, logo contest California Department of Health Services, Immunization Branch 3/07

Media Coverage! • 66 media mentions: State and local proclamations, press releases, interviews, News: Tv, radio, print, web • English and Spanish radio spots for parents • Newsletter and publication articles, blogs, web content California Department of Health Services, Immunization Branch 3/07

Lessons Learned • Technology is great • First year is really focused on materials and tools development • Observance (PVW) helps • Competing Campaigns • Lots of interest in adolescent iz’s, especially HPV • Outreach via multiple avenues increases results • Key partners help expand your reach California Department of Health Services, Immunization Branch 3/07

More Information Natalie Nakahara NNakahar@dhs. ca. gov (510) 620 -3750 www. Get. Immunized. CA. org www. Immunize. CA. org www. CDLHN. com California Department of Health Services, Immunization Branch 3/07