Immunisation Education and Communication at CDC’s National Immunisation Programme

Immunization Education at NIP

Immunization Information and Education Goals

• Fast, accurate responses to immunization-related questions, issues, and concerns
• A portfolio of resources, including updates, spokespeople, fact sheets, and 'question & answer' documents
• Application of communications research to obtain timely input and feedback on messages and materials
• Development and use of multiple channels for disseminating messages and materials

NIP's Education Activities

• Responding to information and education needs
• Learning from Health Care Providers and Consumers
• Developing messages and materials
• Distributing message and materials
• Media-based information campaigns
• Partnerships and collaborations

Responding to the Immunization Education Needs of Health Care Providers, Parents, and the Public

• Focus group discussion
• Message and materials testing
• Feedback from parents and the public
• Physician surveys
• Parent surveys

Research Methods

Communications 'Products'

• 'Announcements' (e.g., related to MMWR's)
• Updates, fact sheets, and question-and-answer documents (hard copy and web-based)
• NIP Website and subsites
• Information Kits (e.g., adult immunization)
• Annual Spanish-language public information campaign, including radio and TV PSAs
• A portfolio of short brochures (on topics from vaccine safety to registries)
• Computer-based (i.e., 'Immunization') multimedia presentations on immunization and vaccine

Messages and Materials Dissemination

• Electronically via e-mail and listservs
• NIP, CDC, and other government websites
• State and local immunization programmes
• NIP exhibit / National Immunization Conference
• Partner organisations (e.g., National Partnership for Immunization, Immunization Action Coalition)
• Media outreach
• Donated media time/space
• News services (e.g., NewsUSA)
• Satellite training courses

Media-based Campaigns

• Annual Spanish-language infant and childhood immunization campaign
• National Infant Immunization Week (NIIW) (April)
• Adult influenza and pneumococcal immunization (October-December)
• National Immunization Awareness Month (August)

Partnerships & Collaborations

• State and local immunization programmes (e.g., National Infant Immunization Week)
• Immunization Action Coalition
• National Partnership for Immunization
• American Academy of Pediatrics
• American Medical Association
• American Nurses Association
• Association of State and Territorial Health Officers
• And many others

• Parents
• Health Care Professionals
• The 'Public'

And many segments within these broad categories...

Parent segments include:

Health Care Professionals segments include:

'The Public' segments include:

Immunization Education