Online Program

Does your community have immunity? mobilizing parents who immunize to influence their vaccine-hesitant peers through community engagement approaches

Wednesday, November 6, 2013 : 9:10 a.m. - 9:30 a.m.

Mackenzie Melton, MPH, WithinReach, Seattle, WA
Clarissa Hsu, PhD, Group Health Research Institute: Center for Community Health and Evaluation, Seattle, WA
Jennie Schoeppe, MPH, MS, Group Health Research Institute: Center for Community Health and Evaluation, Seattle, WA
Ginny Heller, MSW, WithinReach, Seattle, WA
Todd Faubion, PhD, Immunization Program, WithinReach, Seattle, WA
To address vaccine-hesitancy and the high vaccine exemption rate in Washington State, Vax Northwest (a public-private partnership) is testing a three-year community engagement intervention (called Immunity Community) that activates parents who value immunization. The Immunity Community intervention mobilizes parents as advocates by increasing their confidence to speak out in support of immunization in their own communities – like schools, pre-schools, childcare centers, and other venues where parents gather and share information. The goal of the Immunity Community intervention is to increase conversations about the positive aspects of vaccination and to encourage parents to embrace vaccination as a community priority. The Immunity Community intervention is being evaluated to determine the acceptance and implementation of campaign materials, awareness of campaign messages and change in attitudes about the value of immunization. The evaluation uses both qualitative and quantitative methods, including document review; key informant interviews with program staff, parents, site leaders and Vax Northwest representatives; media monitoring; parent surveys; and focus groups. Evaluation findings for year one suggest that parents who vaccinate can be mobilized and engaged as advocates given the appropriate resources and support. Recommendations from each year of the Immunity Community intervention are incorporated to improve on the intervention moving forward. The presentation will include findings from the first two years of the intervention.

Learning Areas:

Administer health education strategies, interventions and programs
Assessment of individual and community needs for health education
Communication and informatics
Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs

Learning Objectives:
Describe lessons learned from an evaluation of a community engagement intervention that activates parents to reinforce the importance of vaccination and influence their more vaccine-hesitant peers

Keyword(s): Immunizations, Community

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have worked as the Immunization Project Coordinator at WithinReach since 2009. I coordinated a statewide immunization coalition and am currently managing a 3 year community engagement intervention aimed at activating parents who immunize to speak out about immunizations in their communities. I worked with a team of experts to plan, develop, implement and evaluate the intervention. I am interested in utilizing community engagement approaches to change behavior and make our communities healthier through immunizations.
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.