Veterans' perceptions of an influenza vaccination campaign and materials: A user-tested revision of the VA's Infection, Don't Pass it On campaign

Background: Within the US Department of Veterans Affairs (VA), the Infection: Don't Pass It On (IDPIO) campaign develops and distributes educational resources that promote annual influenza vaccination at VA facilities. IDPIO materials are developed by a national group of VA professionals from multiple disciplines and program offices. Traditionally, VA exceeds the national benchmarks for flu vaccination among ages 50-64, and age 65 and older. IDPIO sought to gain a better understanding of how posters and other educational resources influence perceptions and knowledge of flu and flu vaccination. Methods: 20 focus-groups with veterans receiving healthcare at 10 VA facilities across the US were conducted. 161 veterans participated in groups segmented by receipt/non-receipt of an vaccination. A mix of ages and gender were recruited. Knowledge, attitudes, and awareness of flu vaccination – and reactions to them were explored through scripted sessions; current materials were tested. Results: Veterans overwhelmingly knew of the flu campaign. Reactions differed by vaccination status. Vaccinated veterans generally responded positively to resources. Many non-vaccinated veterans maintained these efforts had no effect on them. Some said they might get vaccinated if they were shown reliable statistics about the benefits. Others said contact with vulnerable groups might influence them. Conclusions: While IDPIO resources are numerous and diverse, there was a demonstrated need for additional and expanded messaging. Implications included use of color, content and images that target specific groups, and emphasis on diversities among the veteran population.