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A summary of presentations from the weekly Summit partner webinars

November 21, 2024 – The latest Summit Summary

National Influenza Vaccination Week (NIVW) Updates – Nicole Richardson-Smith, PhD, Campaign and Digital Outreach Lead, Influenza Division, NCIRD, CDC

Nicole Richardson-Smith, PhD gave updates about current flu campaigns and National Influenza Vaccination Week (NIVW)

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Flu Vaccination Campaigns & National Influenza Vaccination Week

Flu Vaccination Campaigns

  • CDC has two flu vaccination campaigns this season – one in collaboration with the Ad Council/American Medical Association (AMA), and one in collaboration with Weber Shandwick – to improve flu vaccine uptake across key audiences.
    • Both campaigns focus on parents of children 6 months to 17 years of age, pregnant people, at-risk groups (e.g., adults 65+ and adults with chronic conditions), Black and Hispanic American adults, and rural audiences.
    • Audiences are reached through paid media, earned media, digital and partner activations, and organic social media.
  • Get My Flu Shot Campaign – in collaboration with the Ad Council and AMA
    • This campaign focuses on Black and Hispanic audiences, in addition to providing some broader public messaging.
    • This campaign is done entirely through donated media, including out-of-home activations and public service announcements (PSAs).
  • Wild to Mild Campaign – in collaboration with Weber Shandwick
    • This campaign is in its second year and has gone through a creative evolution.
    • Refreshed creative, based in part on user testing, includes new animal pairings, some animation, and pairings that are not animals but still wild to mild (e.g., kayaker to rubber bathtub duck).
    • This October, Wild to Mild was featured on high-impact train wraps on public transit and associated digital and geo-fencing display ads in Atlanta, San Francisco, Las Vegas, and Chicago.
      • The Wild to Mild train media reached 32M riders in those 4 cities, and the out-of-home digital ads had more than 33M impressions.
      • For the campaign assets in October 2024, paid media resulted in more than 21M impressions and organic social in 961K impressions.

NIVW: December 2–6, 2024

This is a critical time to share the importance of flu vaccination.

  • NIVW Tactics
    • Publish “Educated Voices” content with trusted HCPs
      • This series features medical influencers who will feature flu vaccination messages to their audiences.
    • Roll out “flu-etting” social activation with key partners
      • This series features videos (flu-ettes) created by partners and featuring various perspectives this year, e.g., you’re a mom during flu season.
    • Continue pushing out organic social media on CDC channels
    • Help amplify partner activities on social media
    • Ongoing earned media outreach to local and national outlets
    • Digital media toolkit, updated for 2024–2025 season, includes social media graphics, sample newsletter content, posters, and patient reminder messages

QUESTIONS & ANSWERS

Q: Are any of the materials (flyers, posters, ads) available in Spanish?
Nicole Richardson-Smith (CDC): Yes, we do have Spanish versions of the posters and the social media; it is on that same page. And you can also click over for some more Wild to Mild assets in Spanish. The Ad Council provides all their resources in Spanish and other languages.

Q: Was there any special or different outreach to pediatricians or parents that may help account for the increase in pediatric vaccine claims this year?
Nicole Richardson-Smith (CDC): We would like to take credit for that, but with Wild to Mild, we do focus specifically on our parent audiences, as well as pregnant people. In addition to Wild to Mild, we do have some informed content that we encourage to help their providers share the message. I know we also have a partnership – it’s not specifically for children – with a pregnancy app called Glow to reach expectant parents. So, we definitely do try to reach those specific audiences that we know are at increased risk.

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Equity Workgroup Updates – Susan Farrall, Public Health Advisor, National Vaccine Program, Office of Infectious Disease and HIV/AIDS Policy (OIDP), Office of Assistant Secretary of Health (OASH), Department of Health and Human Services; and Synovia Moss, MPA, CEO/Managing Partner Moss Consulting & Management Group and Project Manager for Good Health Women’s Immunization Networks for the National Council of Negro Women.

Susan Farrall, Public Health Advisor and Synovia Moss, MPA gave updates on the work of the Summit’s Equity Workgroup.

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The Equity Workgroup of NAIIS

Much of the work of this group has been on vaccine equity evaluation.

Evaluating Vaccine Equity: Discussions

The workgroup agreed there is a “need to establish the evidence-base for what works to increase vaccine equity” and produced a booklet titled “Advancing Immunization Equity Through Research and Evaluation.” The report includes 20 profiles from organizations such as NIH, CDC, ASTHO, National Network of Public Health Institutes, National Council of Negro Women, and ASPE.

Workgroup Activities

  • Learning sessions to exchange information
    • These sessions include the following topics: ACIP’s Equity Framework, co-creating vaccine equity research that pairs community members with researchers, and the Vaccine Equity Coordinator job.
  • “Talking points” factsheet about vaccination disparities and inequities
  • The promotion of CBO authorship on traditional peer-reviewed articles as well as non-traditional media sources
  • The promotion of efforts to establish the evidence-base for what works to increase vaccine equity

Community-Based Organization Authorship

The workgroup will be promoting a piece on CBO authorship to encourage CBO participation in traditional peer-reviewed journals and non-traditional media.

  • A national CBO summit, “Vaccine Confidence and Equity,” hosted by The National Council of Negro Women in December 2024, will convene about 100 CBOs to address vaccine infrastructure, data advocacy, and policy, and will have a special session to empower CBO organizations around CBO authorship.
    • The expanded session on CBO authorship will include the importance of authorship, the creation of a guide to traditional and non-traditional authorship, case studies to spotlight successes, and an interactive workshop called “Writing for Impact.”
    • In 2025, there will be a focus on building these CBO partnerships.

QUESTIONS & ANSWERS

Q: Any more comments?
Susan Farrall (CDC): The NIH Community Engagement Alliance (CEAL) program published several papers and did an evaluation with community members to determine if the places where CEAL programs are located have higher vaccination rates than the places where CEAL programs are not located. And they found that the CEAL-involved states have a 6% higher vaccination rate than other states that don’t have CEAL programs. So, one hopes that involving community members and getting their good work published is making an impact on vaccination rates. And that’s the kind of thing we want to see: the impact over time.

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Announcements
  • The National CBO Summit on Vaccine Confidence and Equity will be held December 4-6, 2024 at the Marriott Metro Center in Washington, DC.
  • Advancing Immunization Equity Through Research and Evaluation will be posted shortly on the Summit website, ICSummitPartners.org. Click on Task Groups and scroll down to find the Equity Group.
  • There will be no Summit call Thanksgiving week, but the next two weeks will have the following topics:
    • December 5: Ongoing H5N1 investigations
    • December 12: Vaccine coverage and respiratory disease surveillance
  • Kelly Moore (Immunize) gave an update about the PreHevbrio brand of hepatitis B vaccine.
    • VBI, the company that manufactured PreHevbrio filed for bankruptcy in early summer 2024 and has recently announced a voluntary recall of all doses of PreHevbrio. The recall is related to the bankruptcy filing and has nothing to do with safety or effectiveness, or of the need to repeat any doses.
    • PreHevbrio will be disappearing from references to the available hepatitis B vaccination products.
    • Anyone who has started a hepatitis B series with PreHevbrio can complete a series of three doses with any available product.
    • Details on specific scenarios on completing a three-dose series can be found in the Ask the Expert section at Immunize.org.
  • The O’Neill Institute of Georgetown University hosted a virtual seminar about H5N1 that will be posted to their YouTube site; the Summit will post the information once it is up on their channel.

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