This presentation explores communication strategies related to advocacy for vaccines. Presenter Tommy Bruce is working in the context of one of the Healthy People 2010 Objectives, advanced in 1998 in the United States to articulate more than 500 national objectives for improving the health of Americans by the year 2010. One of them holds that full immunisation coverage should be guaranteed to at least 90% of children nationally with at least 80% coverage in every district, by 2010.

In an effort to meet these goals, in 2003 the USA-based Chlopak, Leonard, Schechter & Associates engaged in a project with the United Nations Children's Fund (UNICEF) that involved:

• Reviewing documents, websites, and media
• Researching "anti-vac" groups and surveying the "pro-vac" community
• Convening an experts' meeting on "Public trust and Vaccines"
• Interviewing approximately 30 people

This study found that vaccines are appreciated within the public health field; however, there is general reticence toward pro-vaccine advocacy. Whereas vaccination is taken for granted by a complacent majority, the practice is "attacked and questioned by a vocal minority".

Bruce urges that a campaign be undertaken to engage policy makers and the media, rebuild public trust in vaccines, generate greater political and financial support for immunisation, and create a sense of urgency. This campaign might involve 4 phases:

1. Engaging allies
2. Engaging global leadership
3. Activating "grasstops"
4. Changing attitudes and actions on the part of the public

What kinds of messages might shape this campaign? Bruce urges that advocates focus on specific child survival goals, highlighting concepts such as these: immunisation is the first line of defense in an increasingly dangerous world; vaccines provide safety in numbers; and sometimes success is invisible. Bruce stresses that communication goals - for instance, reinforcing the message that allies and the media might do well to unify and adhere to a common message - must be reached prior to accomplishing policy objectives.

Bruce advances several strategies - among them, media outreach approaches that include:

• Identifying and engaging top journalists covering health and immunisation in key countries
• Providing a steady flow of information
• Sustaining a positive message in front of key audiences
• Countering negative stories
• Publicising achievements and success stories
• Promoting media responsibility through, for example, the "Hot Spots Campaign". This campaign would feature one "hot spot" per month (e.g., Hepatitis in Peru).

One specific strategy Bruce proposes is an Internet portal that would make positive information about vaccines easily accessible (through online search functions). This website might also be able to organise and unify existing resources, establish links to partner organisations' sites, create a virtual forum for partners and allies to exchange ideas and information in real time, and develop a rapid response mechanism that would broadcast problems and false rumours.

Other ideas proposed here include convening government spokespersons from around the world, establishing a Global Immunization Advocacy Week, launching a global drive to secure political commitments to 2010 immunisation goals, activating a new group of allies and messengers, and establishing a plan of action and timeline.

Click here to access a related peer-reviewed summary on the Health e Communication website, and to participate in peer review.

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