2005. Daniel Epstein Public Information Pan American Health Organization Vaccination Week in the...
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Transcript of 2005. Daniel Epstein Public Information Pan American Health Organization Vaccination Week in the...
2005
Daniel EpsteinPublic Information
Pan American Health Organization
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
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
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