THE 2015 NATIONAL INFLUENZA CAMPAIGN Presented by Michelle Kapinga - - PowerPoint PPT Presentation

THE 2015 NATIONAL INFLUENZA CAMPAIGN

Presented by Michelle Kapinga (NISG) & Darren Quirk (HPA)

Background

• Immunisation Advisory Centre (IMAC) manages the

annual influenza awareness campaign on behalf of the Ministry of Health

• National Influenza Specialist Group (NISG) provides

expert advice

• Health Promotion Agency works alongside to develop,

deliver and evaluate the campaign for the Ministry of Health

2015 Campaign Objectives

• Target of immunising 1.2 million New Zealanders
• Awareness that vaccine is free for a large number of

people

• Increasing uptake for eligible people, particularly:

– pregnant women – over 65’s – 18‐24

• Increasing uptake for ineligible people

MK3

Slide 3 MK3 To also help protect the vulnerable

Michelle Kapinga, 27/08/2015

Messaging

• How easy it is to catch flu
• It can make you seriously ill
• Immunisation helps protect you
• Free for many people
• Specific messaging for pregnant mothers related to

dangers to mother/ dangers to baby and safety

2015 Public campaign

Embed TVC so can play

Campaign elements

Stakeholder support

Campaign Evaluation

• A. Exceeded target of 1.2 million doses
• B. 2015 TNS Research

a) To provide an assessment of the 2015 flu vaccination campaign b) Identify key lessons for future campaigns

MK4

Slide 8 MK4 Suggested introduction into campaign evaluation

Michelle Kapinga, 27/08/2015

Self‐reported uptake

* No 2013 data ** Degree if change not statistically significant

51% 46%** 16% 24% 40% 59% 80%*

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 2013 2015 OVER 65s PREGNANT MUMS ELIGIBLE 18‐64 INELIGIBLE ELIGIBLE YOUTH 18‐24

26%

Future intentions

* No 2013 data ** Degree of change not statistically significant

52% 47%** 16% 25% 31% 42% 76%* 35%

0% 10% 20% 30% 40% 50% 60% 70% 80% 2013 2015 ELIGIBLE 18‐64 PREGNANT MUMS ELIGIBLE YOUTH 18‐24 INELIGIBLE

OVER 65s

Campaign responses

Motivations to immunise (%)

Motivation (Top 5) Pregnant women Eligible Ineligible

2013 2015 2013 2015 2013 2015

The flu is easy to catch 71 82 69 75 46 68 I don’t want to make others sick ~74 ~72 52 66 I don’t want to pass the virus to others ~74 ~74 51 70 I could get the flu vaccination for free 71 83 ~68 ~43 The flu will make me very sick 65 80 62 67 44 58

~ Means of 2013 & 2015 data as not significant difference

Barriers to immunisation

Barriors (Top 5) Pregnant women Eligible Ineligible

2013 2015 2013 2015 2013 2015

I hate needles 34 21 ~32% ~33% Concerned about side effects 58 38 ~33 ~36 I don’t generally get sick 43 25 25 31 ~39 Better to build up natural immunity 40 22 ~30 ~41 Flu vaccine can give you the flu ~25 ~29 ~32

~ Means of 2013 & 2015 data as not significant difference

Insights from 2015 Research

• Eligible: health professional recommendation continues to

play a critical role in encouraging vaccination

• 65+: help to understand the risk posed by the flu and the

benefits of being vaccinated

• Pregnant mums: keep reassuring about safety of vaccination

while stressing complications from flu pose greater threat to their unborn baby

• Ineligible: continue to be motivated by social concern about

not spreading the virus to others

Questions?