Using the media effectively: Motivating the public to participate in a mass immunization exercise

In October 2006, Yellowstone County, Montana exercised the capacity of its public health system by conducting a mass immunization clinic. The one-day event was coordinated and executed by the county's Unified Health Command (UHC), a partnership of the local health department, the two area hospitals, and other community partners. Over 6,400 individuals were vaccinated against influenza during the twelve hours of operation. Critical to the success of the exercise was the coordinated approach to accessing multiple media channels. The exercise targeted and planned for 10,000 participants, seven percent of Yellowstone County's nearly 137,000 residents. Public Information Officers (PIOs) from the partner organizations of the UHC collaborated to conduct a substantial mass media campaign. Flyers, earned print and electronic media, and radio broadcasts, as well as personal outreach to large area businesses, all contributed to the success of the exercise. This session will highlight methods of effectively utilizing the media, with limited funding, to encourage public participation. Participant evaluations were used to assess which media sources were accessed by participants. Tracking of public concerns regarding the exercise also provided lessons for future events. Lessons learned about communicating complex messages to the general public will be discussed in this presentation. Specifically, the discussion will address the following: 1) messages about the safety of intranasal vaccine, 2) communicating the importance of community preparedness, and 3) the community benefits of encouraging health care providers not to vaccinate but rather to recommend that patients attend the mass immunization exercise.