2005
2005
Vaccination Week in the
Americas 2005
Daniel Epstein
Public Information
Pan American Health Organization
2005
Vaccination Week in the
Americas 2005
2005
Communication Objectives
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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
Methodology
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Consult with all countries, partners
Target audiences
Create messages, focus
Distribute
Evaluate
2005
Vaccination Week in the Americas 2004
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2004 campaign reached all countries
More than 40 million vaccinated
Exceeded targets
Created opportunities
2005
Communications Products
• Regional, country media plans
prepared
• News Releases, PSAs, Posters
designed and distributed
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Announce the event, radio spots, stickers
Build momentum, target
Maintain interest, Interviews
Localize and report results
2005
Communications Products
• Posters for 2005
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Can be localized and adapted
Targeted to various audiences
Available to all groups
PAHO can provide artwork
2005
Branding
• 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
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
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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