nivw 2010 report
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National InfluenzaVaccination Week (NIVW) 2010
Hispanic Media Tour Report
December 5-11, 2010Contract # 200-2007-20028
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NIVW 2010 Media Tour
• Grassroots community outreach objectives:
– Support the coordination of vaccine clinics for hard-to-reach (immigrants and rural populations) and at-risk Latinos (pregnant women, youth, and those with chronic diseases) with local health departments and clinics, Latino-serving organizations and the private sector
– Engage community- and faith-based organizations to participate in local activities that support NIVW, disseminate materials that educate and promote vaccine uptake, and help push media coverage
Health Communications 2
NIVW 2010 Media Tour
• Media outreach objectives:
– Increase the awareness of the need for flu vaccine uptake given the disparities that exist in vaccination rates among Hispanics and the impact of seasonal flu through media outreach strategies
– Secure CDC Spanish-language spokespersons for radio, print, and TV interviews and events
– Engage local radio, TV and print media to promote NIVW and to disseminate materials
Health Communications 3
NIVW 2010 Media Tour
• Media and community outreach to segmented Latino audiences including:– Mexicans– Puerto Ricans– Dominicans– Bolivians
• Subgroups:– Pregnant women– Young adults– Older adults– Health workers
Health Communications 4
NIVW 2010 Media Tour
• Messages, topics, and themes:
– Get vaccinated now
– Protect yourself, family, and co-workers
– Vaccine is safe and there is a large supply
– Hispanics are under-vaccinated
– Hispanics are an at-risk population because of asthma, obesity and diabetes
– Go to flu.gov for more information
– Call 1-800-232-4636 (focus on live Spanish-speaking operators and confidentiality)
Health Communications 5
NIVW 2010 Community Outreach
• Influenza Spanish-language materials:
– Media and community leader kit
– Radionovela
– TV PSA
– Matte articles
– Question and answer fact sheet
– Print ads
– Flyers
– “Yo me vacuno” stickers, t-shirts, dog tag give-aways
Health Communications 6
•
Community Outreach Results
Community Outreach Results Summary
• Execution of demonstration project with Mexican Embassy and Ventanillas de SaludProgram which included:– Survey to assess organizational readiness– Capacity building webinar series on flu vaccination
uptake promotion through digital and social media platforms
– Development of fact-sheet for immigrant populations– Dissemination of educational resources and
vaccination vouchers provided by Walgreens– Engagement of local spokespeople for media
outreach– Coordination of local vaccination clinics
Health Communications 8
Community Outreach Results Summary
• Mass dissemination of vaccination information:– Dissemination of educational resources (flyers,
posters, and PSAs) in 25 target markets to 56 partners
– Distribution of 1,000 flu vaccination vouchers through health fairs, community clinics, and radio stations in eight target markets in partnership with Walgreens
– Distribution of promotional materials (t-shirts, dog tags and stickers) to 20 partners
– Coordination of 30 in-community clinics to vaccinate 900+ Latinos
Health Communications 9
Campaign Reach
Health Communications 10
NIVW 2010 Community Outreach
• Markets
Health Communications
Hartford, CTSan Jose, CA
Greenville, NCSalinas, CA
Brownsville, TXReno, NV
New Orleans, LASalem, OR
Washington, DCChicago, IL
Baltimore, MDNew York City, NY
Richmond, VAFresno, CA
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NIVW 2010 Community Outreach
• Markets
Health Communications
Portland, ORLas Vegas, NV
Tucson, AZMiami, FL
Albuquerque, NMPhoenix, AZ
Yerington, NVYuma, AZ
Falls Church, VATulare, CA
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NIVW Partner Activities
Health Communications
Voucher dissemination
Material distribution
Mexicans
Youth
Women
Ventanillas de Salud Program
Walgreens
Chemeketa Community College
Salem, OR
Press conference
Workshop
Vaccine clinic
Material dissemination
Mexicans
Pregnant Women
Indigenous People
Mexican Consulate
Department of Health
Family Health Care Network
Binational Center for the Development of Indigenous Oaxacans
Fresno, CA
Media event
Vaccination clinic
Material dissemination
Mexicans
Women
Youth
Older Adults
Office of the Mayor
Department of Health
Esperanza Center
Mexican Consulate
Hispanic Institute of Blindness Prevention
Baltimore, MD
StrategyAudiencePartnersTarget Site
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NIVW Partner Activities
Health Communications
Material dissemination
Voucher distribution
Vaccine clinic
Media interviews
Women
Youth
People with chronic diseases
University of Nevada Reno
State Health Division
Mexican Consulate
Ventanillas de Salud Program
Mariposa Academy
Walgreens
Northern Nevada Vaccine Coalition
Reno, NV
Material dissemination
WomenMujeres en AccionChicago, IL
Material dissemination
Women
Health workers
Ventanillas de Salud Program
Bellvue Hospital Center
New York City, NY
StrategyAudiencePartnersTarget Site
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NIVW Partner Activities
Health Communications
Material dissemination
Vaccine clinic
Women
Young adults
Ventanillas de Salud ProgramNew Orleans, LA
Voucher distribution
Material dissemination
Mexicans
Women
Youth
Older adults
Hispanic Institute for Blindness Prevention
Walgreens
Mexican Consulate of DC
Iglesia Richmond Outreach Center
Richmond, VA
Material dissemination
Voucher distribution
Media promotions
Farm workers
Women
Youth
Walgreens
Clinica del Valle
Radio Campesina
Univision
Salinas, CA
StrategyAudiencePartnersTarget Site
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NIVW Partner Activities
Health Communications
Material dissemination
Puerto Ricans
Dominicans
Centro de la Comunidad
Hispanic Health Council
Hartford, CT
Material dissemination
Health fairs
Older adults
Parents
Young adults
Farm workers
AMEXCANLenoir Community CollegePitt Community CollegeNational Alliance of Latin American and Caribbean CommunitiesPitt County Health Department
Mexican Consulate of Raleigh
Greenville, NC
Material dissemination
Health fair
Promotora
outreach
Mexicans
Women
Young adults
Colonias Project Texas A & MDepartment of Public Health City of Brownsville
Familias en Accion por la Salud
Border Health Commission
Brownsville, TX
StrategyAudiencePartnersTarget Site
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NIVW Partner Activities
Health Communications
Vaccination clinics
Material dissemination
Women
Young adults
Older adults
Mexican Consulate of Albuquerque
Paisano Market
New Mexico Department of Health
Albuquerque, NM
Vaccination clinic
Material dissemination
Mexicans
Women
Young adults
Nevada State Health Division
Holy Cross Catholic Church
Mexican Consulate of Las Vegas
Yerington, NV
Workshops
Vaccinc clinic
Material dissemination
Health care workers
Promotoras
Family Health Care Network
Tulare County Health Department
Tulare, CA
StrategyAudiencePartnersTarget Site
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NIVW Partner Activities
Health Communications
Material dissemination
Women
Young adults
Mexican Consulate
Ventanillas de Salud Program
Phoenix, AZ
Material dissemination
Vaccination clinics
Women
Young adults
Older adults
People with chronic diseases
Mexican Consulate of Las Vegas
University of Las Vegas
Nevada Association of Latin Americans
Nevada State Health Division
Las Vegas, NV
Voucher distribution
Material dissemination
Bolivians
Young adults
Women
Day Laborers
Hispanic Institute for Blindness Prevention
Walgreens
Bolivian Consulate
Tenants and Workers Committee in Culmore
Falls Church, VA
StrategyAudiencePartnersTarget Site
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Media Results Summary
Media Outreach Results
Media Results Summary
• Preliminary data indicate a total of 10,683,675 impressions from television, radio, print, and online PSAs, news stories and interviews
• Secured commitment from Univision for event coverage in Fresno and Salinas. The latter developed their own PSA to promote the vaccination and disseminated vouchers from Walgreens
• Live interviews mobilized local communities to call for vaccine voucher give aways and allowed for CDC spokespeople to address questions related to vaccine safety
Health Communications 20
18%
28%
9%9%
9%
18%
9%
Region 2- NY, NJ
Region 3- MD, DC, VA
Region 4- FL
Region 6-TX
Region 8-CO
Region 9- CA, NV
Region 10- WA
Donated Media by HHS Regions
18%
28%
9%9%
9%
18%
9%
Region 2- NY, NJ
Region 3- MD, DC, VA
Region 4- FL
Region 6-TX
Region 8-CO
Region 9- CA, NV
Region 10- WA
Health Communications 21
NIVW Media Outreach Results
Health Communications
Outlet City Activity Impressions Donated Value
KTCK 1270 AM Dallas-Fort Worth, Texas
Live Interview
T-shirts Give Away
Work in progress Work in progress
KRYE 104.9 Colorado Live Interview
T-shirt Give Away
Work in progress Work in progress
KIQI10.10 San Francisco Live Interview
T-shirt Give Away
Work in progress Work in progress
WSUA 1260 AM Miami,
New York
New Jersey
Taped Interview
T-shirts Give Away
Work in progress Work in progress
WLZL 99 FM Washington DC
Maryland
Virginia
Live Interview
T-shirt Give Away
Work in progress Work in progress
KGRE 1450 AM Greeley, CO Live and Taped Interview
T-shirt Give Away
Work in progress Work in progress
KMOR-92.9 FM Fort Collins, CO Taped Interview Work in progress Work in progress
WPWC 1480 AM Washington , DC Live Interview
T-shirt Give Away
Work in progress Work in progress
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NIVW Media Outreach Results
Health Communications
Outlet City Activity Impressions Donated Value
WFZO 99.1 FM Dallas, Texas Taped Interview Work in progress Work in progress
KGBT-98.5 FM McAllen, Texas Live Interview
Live Reads
T-shirts/Dog Tags Give Away
Work in progress Work in progress
KBTQ- 96.1 FM McAllen, Texas Live Interview
Live Reads
T-shirts/Dog Tags Give Away
Work in progress Work in progress
KGBT 1530 AM McAllen, Texas Live Interview
Live Reads
T-shirts/Dog Tags Give Away
Work in progress Work in progress
KIWI 102.9 FM Bakersfield, CA Live Interview Work in progress Work in progress
KSEA-107.9 FM Visalia, Salinas, CA Live Interview Work in progress Work in progress
KRNV 102.1 FM Reno, NV Live Interview Work in progress Work in progress
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NIVW Media Outreach Results
Health Communications
Outlet City Activity Impressions Donated Value
KREN TV 27 Univisión
Reno, NV Taped Interview
T-shirts/Dog Tags Give Away
Vouchers
320,000 $1,000
KQLO
1590 AM
Reno , NV Live Interview
Vouchers
T-shirts/Dog Tags Give Away
7,597 $120
Ahora Latino Journal
Reno, NV Newspaper Interview 16,200 $408
El Sol de Nevada
Reno, NV Newspaper Interview 135,000 $1,040
KSTS TV 48 Telemundo
San Jose ,CA Live Interview
T-shirts/Dog Tags Give Away
Vouchers
498,000 $1,500
El Observador
Newspaper
San Jose ,CA Newspaper Interview 205,200 $504
Vida en el Valle Fresno, Visalia, Bakersfield, CA
Newspaper Interview 433,775 $2,113
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NIVW Media Outreach Results
Health Communications
Outlet City Activity Impressions Donated Value
KFTV TV 21-Univision TV
Fresno-Visalia DMA, CA
Produced on PSA,
Promoted activity calendar
4,245,480 $9,600
KMQA 100.5 FM Tulare, CA Live Interview with CDC Spokesperson
T-shirts/Dog Tags Give Away
Vouchers
120,000 $820
KSMS TV 67
Univision
Monterrey, CA On location coverage story
Taped Interview with CDC Spokesperson
PSA Distribution
Live Interview with local pharmacist
Vouchers
937.950 $8.000
KCEL 106.9 FM Los Angeles, CA
Live Reads
T-shirts/Dog Tags Give Away
1,429,922 $7,300
KBNA 97.5 FM El Paso, TX Live Reads
T-shirts/Dog Tags Give Away
Work in Progress Work in Progress
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NIVW Media Outreach Results
Health Communications
Outlet City Activity Impressions Donated Value
KAMA 750 AM El Paso, TX Live Reads
T-shirts/Dog Tags Give Away
Work in progress Work in progress
WSKQ-FM New York PSA 1,074,609 $7,240
WRMA Miami
Ft Lauderdale , FL
PSA 447,263 $3,984
KUFW Fresno, Visalia, Tulare, CA
Live Reads 55,070 $ 395
KCEC Yuma,,WA Live Reads 30,883 $ 550
KLOL Houston, TX PSA 584,924 $2,152
WRUM-FM Orlando, FL PSA 141,802 $2,190
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Lessons Learned
• Campaign successes substantiate formative research that reveals:– Messages consistent with values of community are salient to
target audience
– Perception of risk is influenced by local control of problem which was reinforced by the message drive
– Trusted local community partners effectively facilitate flu vaccine uptake by distancing message from unknown entities
– Private and public partnerships strengthen the reach of the campaign message by leveraging resources
– Local media outlets act as a catalyst for desired health practices by increasing the immediacy of the call to action
Health Communications 27
Recommendations• Continue aggressive community and media outreach strategies in
partnership with Ventanillas de Salud Programs given broadened partnership with private sector
• Broaden level of engagement with segmented Latino audiences to reach Bolivian, Guatemalan, Puerto Rican, and Dominican audiences
• Expand integration of messages through social and digital media platforms through high indexing Hispanic local sites
• Develop a fotonovela to reinforce key messages with low literacy Hispanics
• Continue to engage CDC spokespeople for media interviews to leverage partnerships
• Develop a training on utility of Hispanic Risk Communication Model for message mapping
Health Communications 28
Next Steps
• Select second-tier target market sites for next phase of campaign to promote late season vaccination
• Continue partnership with Ventanillas de SaludPrograms and HHS regional offices to distribute Walgreens vaccination vouchers
• Disseminate radionovela, launch video file and other promotional materials in key target markets
• Conduct a training for application of Hispanic Risk Communication Model in health marketing strategies
• Evaluate imprint of campaign messages and determine saliency of vaccination uptake for Hispanics in key markets
Health Communications 29
J. Carlos Velázquez, MAProject Director
cvelazquez@hmaassociates.com
(202) 342-0676 ext. 107
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