In 2015, the Philadelphia Department of Public Health was awarded a grant from the U.S. Centers of Disease Control and Prevention to increase influenza immunization rates in the city among adults. Our team had extensive experience and success implementing pediatric immunization programs, but limited experience with vaccinating individuals older than 18 years of age.
Our primary audience for this campaign were African American adults 65 years and older living in the city of Philadelphia and insured through Medicare.
Team & Role
Having prior experience on another immunization awareness campaign, I was the project manager for communications and marketing for non-clinical audiences. I managed a team of one internal staff and an external media agency.
I coordinated and led all facets of research and design including a literature review, focus groups, marketing development, and media placement.
Our research found we should:
1. Reinforce that vaccines are preventative
2. Make an emotional argument for getting vaccinated
3. Emphasize that the flu shot does not cause the flu
We placed ads in print publications with wide distribution in older African American communities in Southwest, West, and Northwest Philadelphia. this included the Philadelphia Tribune and The Philadelphia Sunday. We also distributed materials to health centers and elected officials because they were identified in our focus groups as well-connected and influential in these communities.