Collaboration, accomplished mainly through face-to-face planning sessions, informs the communication strategy. For example, in preparation for the first of the 2004 week-long events (April 24-30), participating countries (every country in the Americas) - outlined their plans and activities at a meeting held early in 2004 in Quito, Ecuador. Each country set out goals, deciding which antigens should be used and which areas should be targeted. The countries identified areas of high risk and exclusion as poor peri-urban areas, borders, indigenous regions, areas with displaced or isolated populations, and tourist areas. In addition to ending measles, several of the countries explained that their strategy would be shaped by efforts to end rubella, known as German measles.

Based on this discussion, most of the countries opted to conduct events in border areas. The majority of the countries planned to vaccinate children under 5, along with women of childbearing age and senior citizens. Many of the countries began planning launches, walks, and health fairs. In the Caribbean, for example, most countries set up committees to coordinate events. Radio spots were to be produced in indigenous languages and dialects for several countries, with materials targeted to address those living in specific areas. The United States and Canada announced that they would organise informational events seeking to increase the number of children who receive vaccinations against preventable illnesses. To cite one example, as part of the August 2004 Border Immunization Week (a continuation of the hemisphere-wide April vaccine drive), U.S. Surgeon General Dr. Richard Carmona held a news conference in San Diego, CA (USA) to encourage the public to participate in health fairs and community events designed to motivate them to "leave no child behind" when it came to vaccinating those living along the USA-Mexico border. In October 2004, sister cities in Mexico joined the immunisation effort as part of the Healthy Border 2010 programme.

Campaign themes tend to draw on people's concern for others. In 2003, participating countries rallied around the theme "Vaccination: An Act of Love." In 2004, the countries agreed to include the U.S. Centers for Disease Control and Prevention (CDC) theme "Love Them, Protect Them, Immunize Them."

Immunisation & Vaccines.

Border areas are one focus of this initiative, as they tend to have lower coverage. For example, the USA-Mexico Border states have lower vaccination coverage, at an average of 70% for children under 3 years old, than national standards, according to the CDC.

Vaccination Week in the Americas was first held in 2003. The idea originated in the Andean region when ministers of health agreed to boost declining vaccination rates. The initiative grew to include 19 countries, where some 15 million children were vaccinated. For more details about the 2003 event, including press releases, graphic material, videos, and stickers, click here. In 2004, the initiative is being extended to all the region's countries. Organisers hope to "go global" in 2005.

Organisers conclude that, among the keys to the 2003 week's successes were social communication campaigns set up in each of the countries. PAHO sent out radio and television spots, posters, and news releases to the media to promote the week. On-site evaluations indicated that most parents heard about the 2003 vaccination week on radio or television. Several entertainers, including TV celebrity Don Francisco, offered their time to promote the event.