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 MK3 • Increasing uptake for ineligible people

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

MK4 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

Slide 8 MK4 Suggested introduction into campaign evaluation Michelle Kapinga, 27/08/2015

Self ‐ reported uptake 90% 80% 80%* OVER 65s 70% PREGNANT 60% 59% MUMS 51% 50% ELIGIBLE 18 ‐ 64 46%** 40% 40% ELIGIBLE YOUTH 30% 26% 18 ‐ 24 24% 20% INELIGIBLE 16% 10% 0% 2013 2015 * No 2013 data ** Degree if change not statistically significant

Future intentions 80% 76%* OVER 65s 70% 60% 52% 50% ELIGIBLE 18 ‐ 64 47 %** PREGNANT MUMS 42% 40% ELIGIBLE YOUTH 35% 18 ‐ 24 31% 30% INELIGIBLE 25% 20% 16% 10% 0% 2013 2015 * No 2013 data ** Degree of change not statistically significant

Campaign responses

Motivations to immunise (%) Motivation (Top 5) Pregnant Eligible Ineligible women 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?