Developing Key Messages
A great deal of research has been done on what messages work best to educate families about the need to immunize their children by age 2. Even though each family and each community is unique, there has been a significant amount of research done on which messages most effectively communicate to all families the need to immunize children fully by the time they reach the age of 2.
The U.S. Department of Health and Human Services Public Health Service and National Immunization Program of the Center for Disease Control and Prevention conducted a series of studies to test messages and knowledge about immunization with families and health care providers across the country.
Their findings mirror those from focus groups conducted for the National immunization Campaign in 1991 and provide a good starting point as service providers develop messages to reach parents and other providers in their communities. The findings include:
The studies shoe that any measure aimed at increasing immunization rates must get to the point with direct, repetitive, and sometimes graphic content. Information should be presented to showcase the benefits on immunization in a personal way but dispel any fears that parents or families might have.
- Parents and providers believe that immunizations are good.
- Parents and providers have misconceptions about their children's immunization status.
- Getting a late start significantly increases the likelihood that a child will not get the full series on immunizations.
- Some children were seen by a provider up to 12 times before the age of 2 and were not up-to-date.
- Parents and providers are aware of but confused by immunization schedules and vaccines and need more information.
- parents believe that their children are up-to-date and presume that providers will take care of and keep their children's records for them.
- Providers believe that they are routinely immunizing children in their care and tend to cite parental inaction as the problem.
If possible, local research should be conducted in the community, discussions with families, or the mailing of Q&A's-to determine which messages work best. One service provider used a 900 phone number to conduct a statewide response survey with families to find out which messages worked best. After the "preliminary messages" were developed, they went to malls to conduct a series of informal focus groups and refine the message for PSA (public service announcement). Once strategies are developed to educate families, a plan needs to be developed for families to access the immunization services. Materials should communicate locations, hours, and phone numbers of health care providers in the public and private sectors that make immunizations available on a routine or special basis. Those health care providers should then be charged with communicating the importance of immunization in the framework of ensuring that families return for follow-up visits--not only for immunizations but for the family's health care needs.