lessons learned expanding an adolescent immunization awareness campaign in new jersey tiffany...
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Lessons Learned Expanding an Adolescent Immunization Awareness Campaign
in New Jersey
Tiffany Humbert-Rico, MPH Public Health Prevention Service Fellow
Office for State, Tribal, Local and Territorial SupportCenters for Disease Control and Prevention
PHAP/PHPS Summer SeminarJune 1, 2015
Centers for Disease Control and Prevention
Office for State, Tribal, Local and Territorial Support
BACKGROUND
10 Great Public Health Achievements in the 20th Centuryhttp://www.cdc.gov/about/history/tengpha.htm
Advisory Committee for Immunization Practices Recommendations
* Indicates New Jersey school requirement
When adolescents are:
The vaccines they need are:
11-12 year olds *Tdap HPV *Meningococcal Conjugate
16 year olds Meningococcal Conjugate (booster)
All ages Flu (each year) Travel specific vaccines
(as needed)
Public Health focus on Infant Immunizations National Infant Immunization Week
Limited Educational Resources Healthcare workers have more childhood immunization resources Parent websites & articles focus on infant immunizations Minimal resources for adolescents
• Different than other adolescent health topics Evolving Adolescent Immunization Platform
New vaccines Changes in dosing and timing
Results in Adolescents being under-immunized
Gap in Awareness
Adolescents at forefront of the Digital RevolutionThe line for the launch of the iPad 2 at Crabtree Valley Mall in Raleigh, NCBy Mike P. (Flickr: [1]) [CC BY 2.0 (http://creativecommons.org/licenses/by/2.0)], via Wikimedia Commons
PROTECT ME WITH 3+Adolescent Immunization Awareness Campaign
Protect Me With 3
2012- New Jersey Department of Health (NJDOH) collaborated with the Partnership for Maternal & Child Health of Northern New Jersey (Partnership)
Social Media Campaign 2 Channels
Annual Video Contest Adolescents create 30-second videos about 1of 3 adolescent
immunizations Public Voting via contest website Individual and Teacher prizes Typically held in the fall (Sept-Dec)
2014 Expansion to Protect Me With 3+ Social Media Campaign
4 channels Year round messaging
Adolescent Immunization Education Website Responsive design optimized for mobile devices Content for adolescents and parents
Annual Adolescent Contest Poster option for middle school Flu Vaccine included Google Ads for contest promotion
Changed Public Relations Firms
PROTECT ME WITH 3+RESULTS
Adolescent Immunization Awareness Campaign
Website: 16,305 Unique Visitors 19,362 Visits 31,776 Pageviews
Public Voting: 1,490 Unique people 2,110 votes
Social Media: 4 Platforms 1397 Posts 60,000 People Reached
Direct Marketing: 90 Youth serving
organizations 800 Teachers & Principals 100 Art Schools & Libraries Google Ads: 4,227,231
impressions
Expanded Campaign by the Numbers
Improved Contest Outcomes
Face
book Fan
Twitter Follo
wers
Instagram Fo
llowers
YouTube views
votes p
er week
Websit
e: unique use
rs
Websit
e: page vi
ews
Entires
Video submitted
Videos disq
ualified
-100%
0%
100%
200%
300%
400%
500%
19%57%
100%
206%
13%
434%
201%
56%6%
% Change from 2013 to 2014
-20%
Protect Me With 3+ Press Coverage
Protect Me With 3+ Videos Featured Nationally
LESSONS LEARNED:SOCIAL MEDIA
Protect Me With 3+ Channels
Feed the Beasts Not a lot of reputable adolescent immunization content to
repurpose Medical/Scientific not appropriate style for our audience Global organizations reach global audience
Create content Exercise in plain language Learning curve for each platform
• Message length• Hashtags
Experimented with free graphic software
Time & Labor intensive!
Social Media Strategies Set criteria for reposting Broadened content National Health Observances/ Holidays Promote contest winners Academic Milestones Throwback Thursday Trending Recycle content Detail strategies for each platform Social Media Management System Divide content development and review
Social Media Analytics: The Wild West
Different indicators for each platform Some require outside software to analyze
Industry “Gold Standard” changes Followers Reach Engagement
Methodology Changes Multiple year evaluation is difficult
Social Media Analytics & Public Health
Industry standards don’t always make sense for public health Return on Investment (ROI) Combined total reach is higher than the populating of NJ
Google Ads had 12x the click through rate of industry standard Didn’t produce program goals
Difficult to measure increase in awareness among anonymous social media users.
Realizations Evaluate on monthly and quarterly basis
Stay current on changes Use software that can analyze all data
Poor fit between some platform and our campaign Instagram
• Time consuming and expensive to develop graphics• Low click through rate• More anti-vaxer activity
Tumblr• No accurate blogs to repost• Requires a lot of fact checking
Google Ads• Better for “impulse buy”
LESSONS LEARNED:WEBSITE EXPANSION
www.protectmewith3.com
Adolescent & parent sections
Videos by youth, parents, & medical professionals
List of resources Redesign Optimized for mobile
devices Specific URLs
Press releases Google Ads
Expanded Website Overview
Website Development Takes a lot of Time
Content development Consistent voice Editing Approvals
Videos Screening videos for accuracy
and campaign alignments Requesting and receiving
permissions to use List of resources
Search and reviewing Requesting permissions
Website Layout Aesthetics Structure
Beta Testing Documenting what needs to
be fixed Retesting
Clear communication and direct access to web designer is key
LESSONS LEARNED:CONTEST
Challenges Accessing large files
across 3 institutions
Confusion regarding documents and websites
Solutions Online Project
Management Program
Desktop sharing
The More the Merrier…..
Committee and PR Firm Debrief Meetings
Reaching Preteens is Challenging Must be 13 or older for most social media accounts Google Ad Words can’t target minors Teachers are good resources
Home rule: 601 school districts with different key stake holders Winter quarter is a better time for teachers to incorporate the contest
into their curriculum Posters were more appropriate task for middle school
Need to have simple entry process Videos are often done in teams Measuring adolescent participation is challenging
1 teacher reported making posters with 80+ students Number of entries vs. number of students involved in creation
Promotion of Teen-Friendly Videos & Posters Difficult to get donated TV and movie theater time YouTube playlist is easy to share with partners Play at conferences, meetings, and health fairs Promoting during provider visits Submit to immunization websites Submit to video services for provider offices Printing posters
NJDOH, Vaccine Preventable Disease Program Steve Bors Jillian Doss-Walker, MPH Jennifer Smith, MPH, CHES Jenish Sudhakaran, MPH
Google Ad Words Alicia An Alejandro Gomez-Barbosa
Partnership Illise Zimmerman, MPH, MS Jane Sarwin, MPH Arpita Jindani, MSW, MA
Springboard PR Domenick Cilea Megan Morreale Austin Starin Courtney Moed Stefanie Osmond
Acknowledgements
For more information, please contact CDC’s Office for State, Tribal, Local and Territorial Support
4770 Buford Highway NE, Mailstop E-70, Atlanta, GA 30341Telephone: 1-800-CDC-INFO (232-4636)/TTY: 1-888-232-6348E-mail: [email protected] Web: http://www.cdc.gov/stltpublichealth
The findings and conclusions in this presentation are those of the authors and do not necessarily represent the official position of the Centers for Disease Control and Prevention.
Thank you!Tiffany Humbert-Rico
Centers for Disease Control and Prevention
Office for State, Tribal, Local and Territorial Support