PROGRAM PRACTICES SUBMISSION FORM...2016/06/13 · May, 2016 Birth-dose Hep B Updated June 9, 2016...
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1 | Page PROGRAM PRACTICES SUBMISSION FORM IMMUNIZATION PROGRAM PRACTICES INFORMATION Name: Michele Roberts Email address: [email protected] Program: Washington State Department of Health, Office of Immunization and Child Profile Does AIM have permission to share this information on the publicly accessible AIM website? All materials submitted will be posted on the AIM website. _X_Yes __No BULL’S-EYE AWARD The Bulls-Eye Award for Innovation and Excellence in Immunization recognizes immunization strategies that “hit their mark” and achieve immunization goals with special consideration for practices that are innovative and easily replicated. Each year, AIM awards three programs the Bull’s-Eye Award. Only those practices with activities that are currently ongoing or concluded during 2016 (including implementation, follow-up, and/or evaluation activities) will be considered for the award. Would you like for this submission to be considered for the 2017 AIM Bull’s- Eye Award? _X_Yes __No PROGRAM PRACTICE INFORMATION Title #BhepBfree - Hepatitis B Social Media Awareness Campaign Keywords (up to 5 main terms/phrases that describe the practice) Hepatitis B, Thunderclap, social media, health promotion, awareness Is this practice Evidence / Guideline Based? (if yes, please include reference below) _X_Yes __No Reference: http://www.thecommunityguide.org/vaccines/communityinterventions.html One or more interventions to increase community demand (client reminder and recall systems, manual outreach and tracking, client or community-wide education, client incentives, client-held paper immunization records, and case management).
Transcript of PROGRAM PRACTICES SUBMISSION FORM...2016/06/13 · May, 2016 Birth-dose Hep B Updated June 9, 2016...
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PROGRAM PRACTICES
SUBMISSION FORM
IMMUNIZATION PROGRAM PRACTICES INFORMATION
Name: Michele Roberts
Email address: [email protected]
Program: Washington State Department of Health, Office of Immunization and Child Profile
Does AIM have permission to share this information on the publicly accessible AIM website? All materials submitted will be posted on the AIM website.
_X_Yes __No
BULL’S-EYE AWARD
The Bulls-Eye Award for Innovation and Excellence in Immunization recognizes immunization strategies that “hit their mark” and achieve immunization goals with special consideration for practices that are innovative and easily replicated. Each year, AIM awards three programs the Bull’s-Eye Award. Only those practices with activities that are currently ongoing or concluded during 2016 (including implementation, follow-up, and/or evaluation activities) will be considered for the award.
Would you like for this submission to be considered for the 2017 AIM Bull’s- Eye Award?
_X_Yes __No
PROGRAM PRACTICE INFORMATION
Title #BhepBfree - Hepatitis B Social Media Awareness Campaign
Keywords (up to 5 main terms/phrases that describe the practice) Hepatitis B, Thunderclap, social media, health promotion, awareness Is this practice Evidence / Guideline Based? (if yes, please include reference below)
_X_Yes __No
Reference: http://www.thecommunityguide.org/vaccines/communityinterventions.html
One or more interventions to increase community demand (client reminder and recall systems, manual outreach and tracking, client or community-wide education, client incentives, client-held paper immunization records, and case management).
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Background (scope of the immunization need or problem) About one million people in the United States are living with hepatitis B infection and don’t know it. Most of those people have no symptoms, don’t feel sick and haven’t been tested. Every year 3,000 of those one million Americans die from cancer or liver failure as a result of their undiagnosed viral infection. Social media has become increasingly popular for parents to discuss health options, specifically topics surrounding immunizations and pregnancy. With young parents relying heavily on internet and mobile web devices for immediate answers to health concerns we decided to host a social media awareness campaign encouraging hepatitis B immunization and testing starting with birth-dose vaccination to help Washington parents make informed, evidence-based decisions for their family. We created the hashtag #BhepBfree to attach to all messaging and invited our partners and supporters to include it in all their own efforts as well.
Program Practice Description
Describe the practice goals and objectives. To host a #BhepBfree social media campaign during May (National Hepatitis Awareness Month) with weekly, targeted messages, videos, and images tailored around specific immunization activities and audiences. Our goal was to increase awareness of the importance of vaccination and testing of hepatitis B.
What were the main implementation activities? The Dept. of Health (DOH) piloted using Thunderclap, an online crowdsourcing platform, to attract a support network throughout April promoting our message of birth-dose vaccination. The message went out on May 1st. We then encouraged our supporters to create their own #BhepBfree messaging and reciprocate posting & sharing with each other on social media platforms (Facebook and Twitter) throughout the month of May during Hepatitis Awareness Month. We created a new birth-dose hepatitis B resource webpage for parents and provider resources and promoted the Thunderclap campaign on internal web pages, live webinars, newsletters, email and in-person immunization conferences. We posted native-language cultural messaging in Mandarin, Korean and Vietnamese to high-risk Asian and Pacific Islander (API) populations (WA state is 8.4% API) across Twitter encouraging family members to get tested. Promotion of the campaign continued via our collaborative network of partners including Washington state agencies, federal agencies, clinics, hospitals, pharmacies, and non-profits. DOH both hosted and participated in webinars and teleconferences promoting the #BhepBfree campaign and answered any questions or concerns partners had in lending support.
Where and when did the practice take place? Our campaign ran April 1st – May 31st, 2016.
How much staff time was involved? Our office collaborated on putting together a committee that included an immunization health educator, health services consultant, immunization database specialist and perinatal hep-B coordinator. Committee work was conducted within regular working hours.
What were the costs associated with the activity? What was the funding source? There were no promotional expenses involved; all web traffic was organic. Original graphic design work and photos were created by internal staff with additional, existing resources provided by CDC. All messaging
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content was developed internally. The only cost involved was $500 for deliverable analytics upon completion of the Thunderclap campaign, funded by AFIX grant, which was optional. It proved to be very insightful following campaign completion.
Identify the target population that the practice affected. Parents, at-risk groups, providers and hepatitis B coalitions.
If partners were involved, include who was involved, and how. Stakeholders were invited to participate in supporting the campaign, and in turn they were asked to recruit others. Overall we amplified a local message into larger national (and international) social reach. While our partners contributed largely to amplifying our message, they did not develop content or material for the campaign.
Timeframe of Implementation (Start and Stop Dates) April 1, 2016 to May 31, 2016 Evaluation Data: Was the implementation and/or effectiveness of this practice assessed? (if “yes” or “limited,” provide any data that is available)
_X_Yes __No __Limited
Data: Thunderclap portion of the campaign (April 1 - May 1)):
228% of our support goal Increased social reach from 16,000 local to 1.1 million worldwide over 1,400 Thunderclap web clicks to DOH post-May 1st launch
Facebook audience-specific weekly posts in May (6 posts total):
7,649 social reach
424 engagements Twitter audience-specific weekly posts in May (6 posts total):
54 engagements
Conclusions / Lessons Learned / Key Factors for Success Through the exclusive use of online social networks and social marketing, the Washington State Dept. of Health successfully increased hepatitis B awareness to local, state, national and international audiences by providing engaging topics and resources tailored for the digital age of mass consumption. Through the use of Thunderclap we were able to reach a wider audience than ever possible through our own efforts. A no-cost, organic approach (phone calls, webinars, emails, in-person Q&A) proved beneficial to allowing us to educate our partners on how to run their own successful campaign in the future. In addition, the Thunderclap platform was realized to have great potential for future use, when appropriate, in complementing concurrent immunization campaigns and saving external promotional expenses. Key factors/Lessons learned that contribute to success:
“Real” photos earn larger engagements than stock images or graphic designs
Create education resources around how to properly use social media for prospective supporters
Know your audience and their limitations; technological barriers need to be recognized
Check if any of the following are being submitted to complement your submission: (All materials will be posted on the AIM website) __Testimonials __Quote from partner/participant _X_Sample of materials produced __Press release _X_Promotional materials
__Project photo(s) _X_Publication (e.g., news story, journal article) __Video/audio clip _X_Website URL __Tables or graphs __Other — Explain:
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**Email the completed form to Mary Waterman ([email protected]) with the subject line “Program Practices Submission.”
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May, 2016 Birth-dose Hep B Updated June 9, 2016 Page 1 Health Promotion & Communication Plan
Hepatitis B Awareness during Hepatitis Awareness Month: May, 2016 DOH Social Media (Thunderclap, FB and Twitter)
Thunderclap message blast: May 1st, 2016
Twitter and Facebook Posts for Hepatitis B Awareness Month: May 1st – 31st, 2016
Goal: Increase awareness of birth-dose Hepatitis B vaccination for pregnant women and expected parents with engaging photos and web resources that promote online discussion
Slideshow Image for use on main DOH (doh.wa.gov) website April 1st- May 31st, 2016:
• Text under slide: “Hepatitis B infection can lead to a lifetime of serious health problems including liver damage, cancer, and even death. Vaccination after birth is the best protection.”
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Additional resources: http://here.doh.wa.gov/materials/start-protecting-your-baby-at-birth-with-hepatitis-b-vaccine/15_HepBbaby_E15L.pdf and incorporate logos from here: http://www.cdc.gov/hepatitis/heppromobtnsbadgs.htm Suggested Hepatitis Quiz widget – Interactive, shareable social media quiz for flu education located here: http://www.cdc.gov/hepatitis/heppromobtnsbadgs.htm Suggested Online Hepatitis Risk Assessment quiz: http://www.cdc.gov/hepatitis/riskassessment/index.htm
Additional Weekly Hashtag Inclusions:
• #BhepBfree #BVaccinated • #BhepBfree #BComplete • #BhepBfree #BReady4School • #BhepBfree #BAware • #BhepBfree #BTested • #BhepBfree #BProtected
Additional Announcement Medium:
• Sentinel article encouraging participation • INKs message in April encouraging social media involvement • Prevention Connection newsletter
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Sunday, May 1, 2016: Thunderclap message blast – General Public
Tweet: Let's end hepatitis B in Washington babies. Protect newborns by getting them vaccinated at birth to #BhepBfree
http://www.doh.wa.gov/YouandYourFamily/Immunization/DiseasesandVaccines/HepatitisBDiseases/BirthDose
Facebook: Let's end hepatitis B in Washington babies. Protect newborns by getting them vaccinated at birth to #BhepBfree http://www.doh.wa.gov/YouandYourFamily/Immunization/DiseasesandVaccines/HepatitisBDiseases/BirthDose
Tuesday, May 3, 2016: High-Risk Populations
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Tweet (English): 1 in 12 Asian & Pacific Islanders live w/ chronic Hepatitis B, but don’t know it. #BVaccinated to #BhepBfree (image)
Tweet (Vietnamese): 1 trong 12 người Á Châu hoặc người dân trên đảo thuộc vùng biển Thái Bình Dương sống với mãn tính viêm gan B #BhepBfree https://youtu.be/eDQKn0SaCCM Tweet (Korean): 태평양 섬에 사는 동양 사람들의 열두 사람 중에 한명은 헾어타이터스B를 앓고 있습니다. . #BhepBfree https://youtu.be/IbB_qkL2Np8
Tweet (Mandarin):
大約12個亞洲人當中, 就有一個人患有慢性B型肝炎. 但是大多數患者, 都不知道自己患有B型肝炎.
請看下面的影片,教你如何預防B型肝炎. #BhepBfree https://youtu.be/pJ29iWT36r4
Facebook:
Asians and Pacific Islanders account for more than 50% of Americans living with chronic hepatitis B. Hepatitis B-related liver cancer is a leading cause of death in this population and 1 in 12 are infected with the virus and don’t know it. Seek medical care to get your family tested and vaccinated to reduce lifetime risks (image) #BhepBfree #BVaccinated https://youtu.be/2FWV7IWf2-E
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Tuesday, May 10, 2016: Vaccine Series Completion
Tweet: Complete the hepatitis B vaccine series for full protection. #BhepBfree #BComplete (image) http://www.cdc.gov/vaccines/parents/downloads/parent-ver-sch-0-6yrs.pdf
Facebook: Hepatitis B vaccine is very effective at preventing viral infection, but a completing a series of shots is needed thru 6 months of age to be fully protected. Make sure you complete the vaccine series to ensure lifetime immunity to this devastating illness. (image) #BhepBfree #BComplete http://www.cdc.gov/vaccines/parents/downloads/parent-ver-sch-0-6yrs.pdf
May, 2016 Birth-dose Hep B Updated June 9, 2016 Page 6 Health Promotion & Communication Plan
Tuesday, May 17, 2016: Up-to-date for School Admission
Tweet: Public schools require hepatitis B vaccination for admission. Will you #BReady4School? (image) #BhepBfree
Facebook: Up-to-date on shots for school admission? Public schools and licensed daycares require full protection from hepatitis B, and other vaccine-preventable diseases, with a completed series of vaccinations. Talk with your healthcare professional about vaccines your child may need for the upcoming school year #BhepBfree #BReady4School (image) http://www.doh.wa.gov/Portals/1/Documents/Pubs/348-295-SchoolImmReqforParents2015-2016.pdf
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Thursday, May 19, 2016: National Hepatitis Testing Day
Tweet: It’s National Hepatitis Testing Day! Get tested! #BhepBfree #BAware (image) http://www.cdc.gov/hepatitis/hepawarenessmonth.htm Facebook: It’s National Hepatitis Testing Day! Have you been tested? Millions of Americans are living with viral hepatitis and don’t know it. Make time today to schedule testing with your provider so you can know for sure. #BhepBfree #BAware (image)
http://www.cdc.gov/hepatitis/hepawarenessmonth.htm Tuesday, May 24, 2016: Testing in Pregnancy
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Tweet: Pregnant? Talk w/your provider about hepatitis B. Testing early is critical. (image) #BhepBfree #BTested
http://www.cdc.gov/hepatitis/HBV/PDFs/HepBPerinatal-ProtectWhenPregnant.pdf
Facebook: Pregnant women need vaccines, too! Hepatitis B screening should be done during every pregnancy to ensure the virus isn’t passed on to your newborn. Ask your healthcare provider about getting tested, and which other vaccines you may need to have a healthy pregnancy and delivery.
(image) #BhepBfree #BTested http://www.cdc.gov/hepatitis/HBV/PDFs/HepBPerinatal-ProtectWhenPregnant.pdf Tuesday, May 31, 2016: Life-long Immunity
Tweet: Hepatitis B infection can last a lifetime, so get vaccinated to live a hep B-free life. (image) #BhepBfree #BProtected http://www.cdc.gov/hepatitis/hbv/pdfs/hepbgeneralfactsheet.pdf Facebook: Prevention is power. Hepatitis B is a preventable disease through early screening and routine vaccination. Help stop the spread of this serious virus before it starts and enjoy a hep B-free life for you and your family for generations. (image) #BhepBfree #BProtected http://www.cdc.gov/hepatitis/hbv/pdfs/hepbgeneralfactsheet.pdf
Contact: Barry Iverson ([email protected])
The Washington State Department of Health Profile has launched its first-ever Thunderclap
social media campaign. The campaign runs through April 2016. The theme is “Protecting Babies
from Hepatitis B” by encouraging birth-dose vaccination. The hashtag #BhepBfree was created
for this occasion. We are the first state agency in Washington to host a campaign on this
platform.
What is Thunderclap?
Thunderclap is a crowdsourcing platform that helps amplify a single message through Facebook
and Twitter. It has been federally approved for government use and is frequently used by the
Centers for Disease Control and the White House.
How Do I Support the Campaign?
Supporting the campaign is easy and takes less than 30 seconds. Here’s how to do it:
• Visit the campaign page here: http://www.thunderclap.it/en/projects/39710-protect-
babies-from-hep-b
• Click the SUPPORT button for Facebook, Twitter or Tumblr (you can link multiple
accounts, just repeat this step after completion)
• Validate your personal or business username and password to authorize Thunderclap to
share this message, which links to the Department of Health’s new birth-dose hepatitis B
page:
What Happens After I Sign Up To Support?
When you become a SUPPORTER, you are added to the support list and your social media
reach (total number of friends and followers) are tallied into the SOCIAL REACH of the
campaign. The campaign message will post once to your account(s) on May 1st.
You can track how well the campaign is doing prior to May 1st by re-visiting the campaign page.
It is updated in real-time, so SUPPORTERS and SOCIAL REACH numbers increase each day.
Keep an eye out for #BhepBfree on May 1 across social media channels!
Questions?
For questions about the Thunderclap campaign, please contact [email protected] For questions about the hepatitis B program, please contact [email protected]
