Immunizations are your best shot! : California's preteen vaccine week 2007/2008

California's Preteen Vaccine Week (PVW) began in 1999 to promote the new Hepatitis B entry requirement for 7th grade and was revived in 2007 to promote preteen doctor visits and adolescent immunizations. Planning for PVW began in 2006 by strategizing, pre-testing concepts, and conducting additional testing to refine products and messages. The release of new HPV guidelines and a kick-off event in 2007 at a school named “Jonas Salk” with radio personalities, a Bay-area rapper, and an Olympic gold medal winner and former basketball player of the local WNBA helped highlight the observance. For PVW 2008, we aired radio PSAs and produced interactive online games and contests on, www.mybestshot.org, a new website designed exclusively for preteens. Partnering with San Diego County, we hosted a preteen “half-time” show at the 2008 Presidents' Cup soccer tournament. Public health advocates, professional soccer athletes, “Izzy” the immunization bear mascot, and rap music were part of this event. Campaign pieces worked in a complementary and synergistic fashion. California local- and state-level intermediaries (health departments, immunization coalitions, healthcare providers, schools, media) helped to compound the effects of science-based, compelling, and easy-to-understand messages that resonate with preteens and parents. Other factors that added to timeliness and success included securing the Governor's support and involving kids from the design of materials to the release of a musical rap at a media event. This presentation will include results of a pre- and post-evaluation survey with preteens and parents, and a sample of photos and media stories from PVW activities.