The Whooping Cough Epidemic: Getting your message out when every minute matters Michele Roberts, Washington State Department of Health September 30, 2014
Whooping Cough Epidemic — Key Dates • Fall 2011 — Cases increase, outreach starts • April 2, 2012 — Health officer letter to all health care providers • April 3, 2012 — Epidemic declared (640 cases), PSAs start • May 3, 2012 —Emergency funds from governor for campaign and vaccine • December 2012 — Epidemic surpasses 4,900 reported cases (highest since 1942)
Pertussis Incidence by County October – December 2011
Pertussis Incidence by County January – March 2012
Why Declare an Epidemic? • Increasing cases, babies at risk • Adults don’t know they need vaccine • Get provider attention
• Get public and media attention • Motivate public
Use every tool you have • Earned media • Paid media • Social media • Web • PSAs • Partners
Online information
Tell your story with real people
Get by with a little help from your friends
Be ready for the gift of funds • • • • •
Be ready for someone to ask “what do you need?” Don’t lowball the number. Aim for a strategy that can happen quickly. Rely on help from your friends. Don’t let perfect be the enemy of the good.
It’s hard work to keep people’s attention Feb 8: 2011 Whooping cough cases highest in six years April 3: Whooping cough cases reach epidemic levels April 24: Whooping cough cases pass 1,000 cases in WA, epidemic continues May 1: ‘Seattle Mama Doc’ receives CDC Immunization Champion award May 17: Vaccine exemption rates for school entry drop June 5: Whooping cough epidemic leads more adults to get vaccinated June 11: Whooping cough update on State Board of Health’s agenda July 12: Whooping cough epidemic continues: state buying more vaccine July 19: Washington epidemic highlights changing national trends Aug 2: School starts soon: get your kids ready to pass classes, not disease Aug 30: Teen immunization rates a mixed bag Sept 6: Childhood immunization rates continue to improve Sept 12: Whooping cough continues to spread as kids return to classes Sept 27 & Nov 8: Flu season releases Nov 15: Whooping cough epidemic slows, disease will stick around
It will pay off
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