261916 Immunize LA Families' “I Choose” Social Media Campaign Promotes Dialogue and Change in South LA

Tuesday, October 30, 2012 : 12:30 PM - 12:50 PM

Akisha White, MPH , South Los Angeles Health Projects, Los Angeles Biomedical Research Institute at Harbor-UCLA, Inglewood, CA
Jennifer Chiprich, MPH, PhD , South Los Angeles Health Projects, Los Angeles Biomedical Research Institute at Harbor-UCLA, Inglewood, CA
Terry A. Silberman, DrPH, MPH , South Los Angeles Health Projects, Los Angeles Biomedical Research Institute at Harbor-UCLA Medical Center, Inglewood, CA
Diane Gaspard, MA , South Los Angeles Health Projects, Los Angeles Biomedical Research Institute at Harbor-UCLA, Inglewod, CA
     
Background: Racial and ethnic disparities in adult vaccination coverage persist nationally. Recent data indicate that in Los Angeles County, only 54% of African Americans (>65) received an annual flu vaccination in contrast to 67% of Latinos and 75% of Whites. Immunize LA Families (IZLAF) is a diverse coalition of community organizations, LA County Public Health Department, individuals, health and social service providers.

Setting: The IZLAF Coalition focuses on eliminating disparities in adult immunization in South Los Angeles. IZLAF has integrated the “I Choose” narrowcast social media campaign into intervention activities in the community, at local clinics, and WIC centers.

Population: African American and Latino adults in South Los Angeles.

Project description: During the fall of 2009, IZLAF adapted the “I Choose” campaign. Community members were recruited and interviewed, and their posters and testimonials (English and Spanish) were displayed in community centers, clinics, churches and WIC centers. To evaluate the campaign, partner locations were assigned as “exposed” and “unexposed”, and individuals were surveyed pre and post-intervention.

Results: • A 28% difference between the pre and post survey responses for self- reported influenza vaccination rates between exposed and non-exposed locations. • A 46% difference between pre and post-survey responses, between “exposed” and “unexposed” sites, among respondents who reported that most or all of their family and friends found immunization acceptable. • Delivery of on-site flu vaccination increased at the community partner sites.

The “I Choose” campaign can have a positive impact on immunization attitudes and acceptance of vaccine in community settings.

Learning Areas:
Administer health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs

Learning Objectives:
1. Describe the implementation of a narrowcast social media campaign in South Los Angeles. 2. List at least two examples of how “I Choose” can influence immunization acceptance and social norms. 3. Describe methods used to evaluate the impact of a social media campaign.

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am the Immunize LA Families Program Coordinator with South Los Angeles Health Projects (SLAHP). In this role, I provide administrative oversight to the SLAHP Immunize LA Families Coalition’s activities, federally funded by the Centers for Disease Control REACH initiative that focuses on racial and ethnic approaches to community health. I also coordinate the implementation of the Immunize LA Families Community Action Plan designed to address community health and health equity in South Los Angeles.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.

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