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