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Immunization Campaign Proposal
- 1. Immunization Campaign Proposal Author Note This presentation is prepared for class PU520-1112-0127- 01, taught by Professor Chalew.
- 2. The State of US Immunization Program • In 2012, MMR vaccinations rates for children aged 19-35 months in all states were above 84.6% (HHS, Immunizations and Infectious Diseases, 2014). 36 states had vaccination rates at or above the target level of 90% (HHS, Immunizations and Infectious Diseases, 2014). • In 2011, only 4 states had over 90% coverage rates for pneumococcal conjugate vaccination for individuals aged 19-35months (HHS, Immunizations and Infectious Diseases, 2014). • In the 2011 influenza season, vaccination rates for individuals aged 6 months to 17 years and aged 18years or older were 47.1% and 39.2% respectively. This rate is below the target level of 70% (HHS, Immunizations and Infectious Diseases, 2014).
- 3. Pro Immunization Video : “The Vaccine Song” • “The Vaccine Song” was uploaded to YouTube on 5/16/10 (Willmore, 2010). • It currently has 77,235 views that place it in the top 3% of videos on YouTube (Frommer & Angelova, 2009; Willmore, 2010).(Willmore, 2010)
- 4. “The Vaccine Song”: Content Accuracy • 20 pertussis-related deaths were reported in 2012 with the majority of cases involving infants less than three months of age (CDC, Pertussis Outbreak Trends, 2014). • 600-1000 people develop meningococcal meningitis of which 10-15% die each year (National Meningitis Association, 2014). 1 in 5 survivors will have brain damage, hearing loss, kidney function impairment, or limb amputations (National Meningitis Association, 2014). • 109 flu-related pediatric deaths were reported in the US during the 2013- 2014 season (CDC, Weekly U.S Influenza Surveillance Report: 2014- 2015 Influenza Season Week 50 ending December 13, 2014, 2014).
- 5. “The Vaccine Song”: Content Accuracy • The US has been polio-free since 1979. In the 1940’s to 1950’s, polio crippled 35,000 people each year (CDC, A Polio-Free U.S. Thanks to Vaccine Efforts, 2014). • India received its polio-free certification on March 27, 2014 (WHO, 2014). • The polio vaccine does not cure polio. (Sarkar, n.d.)
- 6. “The Vaccine Song”: Content Accuracy • Community immunity implies that there is some protection of unvaccinated people when a critical portion of the population has been vaccinated (NIAID, 2013). • Community immunity does not give a high level of individual protection and cannot be used as an alternative to vaccination (Loving, 2014). Figure 1. Community Immunity (NIAID, 2013)
- 7. “The Vaccine Song” : Impact • It received only 77.235 views on YouTube and is not considered to have gone viral (Seedwell Creative Studio, 2012; Willmore, 2010).
- 8. Con Immunization Video : NVIC 2012 Video • “Find A Compassionate Doctor To Help You Prevent Vaccine Injuries with Barbara Loe Fisher 08-28-2012” was uploaded to YouTube on 8/29/12 (Fisher, 2012). • It currently has 5,895 views (Fisher, 2012). (Fisher, 2012)
- 9. NVIC 2012 Video: Content Accuracy Incidence of Vaccine-Related Encephalitis Cases in the US (1990-2010) Hepatitis B Vaccine Influenza Vaccine MMR Vaccine Haemophilus influenza type B Vaccine Figure 2. Incidence of Vaccine-Related Encephalitis Cases in the US (1990-2010) (Al Qudah, Abukwaik, Patel, & Souayah, 2012)
- 10. NVIC 2012 Video: Content Accuracy • National Childhood Vaccine Injury Act (NCIA) of 1986 allowed for the creation of the National Vaccine Injury Compensation Program to compensate people injured by vaccines (CDC, National Childhood Vaccine Injury Act, 2014). • National Vaccine Injury Compensation Program (VCIP) was created in 1988 to resolve vaccine injury claims on a “no- fault” basis (HHS, National Vaccine Injury Compensation Program, n.d.). • Vaccine Injury Trust Fund was created to provide funding for the VCIP. It is funded by a $0.75 per vaccination excise tax (HHS, Vaccine Injury Compensation Trust Fund, n.d.).
- 11. NVIC 2012 Video: Impact • This video currently has 5,895 views on YouTube and is not considered to have gone viral (Fisher, 2012; Seedwell Creative Studio, 2012). • NVIC had a 2012 operating budget of $545,019 devoted to media information campaigns, and $56,173 devoted to advocacy and civil rights (GuideStar, n.d.). Therefore, its views will be heard.
- 12. 20 children died from pertussis in 2012. The majority of them were under three months of age (CDC, Pertussis Outbreak Trends, 2014). 109 children died from the flu during the 2013-2014 flu season (CDC, Weekly U.S Influenza Surveillance Report: 2014-2015 Influenza Season Week 50 ending December 13, 2014, 2014). Vaccines are safe and available to prevent your baby from catching the flu or pertussis. Most vaccinations do not contain mercury. Please discuss your child’s vaccinations with your child’s doctor. Protect our future. Vaccinate today!
- 13. 20 children died from pertussis in 2012. The majority of them were under three months of age (CDC, Pertussis Outbreak Trends, 2014). 109 children died from the flu during the 2013-2014 flu season (CDC, Weekly U.S Influenza Surveillance Report: 2014-2015 Influenza Season Week 50 ending December 13, 2014, 2014). Vaccines are safe, effective and available to prevent your patient from developing influenza or pertussis. Most vaccinations do not contain thimerosal. Please discuss your patient’s vaccinations with his/her parents at every office visit. Protect our future. Vaccinate today!
- 14. References Al Qudah, Z., Abukwaik, W., Patel, H., & Souayah, N. (2012). Encephalitis after Vaccination in United States. A Report from the CDC/FDA Vaccine Adverse Event Reporting System. [1990-2010] (PC03.151). Neurology , 78, P03.151. Alcindor, Y. (2014, April 8). Anti-vaccine movement is giving diseases a 2nd life. Retrieved from USA TODAY: www.usatoday.com/story/news/nation/2014/04/06/anti-vaccine- movement-is-giving-diseases-a-2nd-life/7007955/ Basu, M. (2014, March 27). India beats the ods, beats polio. Retrieved from CNN Health: www.cnn.com/2014/03/22/health/india-end-of- polio/index.html
- 15. References CDC. (2014, July 10). A Polio-Free U.S. Thanks to Vaccine Efforts. Retrieved from Disease and Conditions: www.cdc.gov/Features/PolioFacts/ CDC. (2014, April 1). Bacterial Meningitis. Retrieved from Meningitis: www.cdc.gov/meningitis/bacterial.html CDC. (2014, August 19). DTaP vaccine side-effects. Retrieved from Possible Side-effects from Vaccines: www.cdc.gov/vaccines/vac-gen/side-effects.htm#dtap CDC. (2014, December 19). Influenza-Associated Pediatric Mortality. Retrieved from FLUVIEW: gis.cdc.gov/GRASP/Fluview/ PedFluDeath.html
- 16. References CDC. (2014, November 4). National Childhood Vaccine Injury Act. Retrieved from Vaccine Safety: www.cdc.gov/vaccinesafety/vaccine_monitoring/history.html CDC. (2014, August 27). Pertussis Outbreak Trends. Retrieved from Pertussis (Whooping Cough): www.cdc.gov/pertusis/outbreaks/trends.html CDC. (2014, August 19). Tdap vaccine. Retrieved from Possible Side-effects from Vaccines: www.cdc.gov/vaccines/vac-gen/side-effects.htm#tdap CDC. (2014, December 19). Weekly U.S Influenza Surveillance Report: 2014-2015 Influenza Season Week 50 ending December 13, 2014. Retrieved from Seasonal Flu: www.cdc.gov/flu/weekly/
- 17. References Fisher, B. L. (Writer), & Fisher, B. L. (Director). (2012). Finding A Compassionate Doctor To Help You Prevent Vaccine Injuries with Barbara Loe Fisher 08-28-2012 [video]. USA: NVIC. Fisher-Price (Composer). (2010). Ninna nanna-Brahms. [Fisher-Price, Performer, & Fisher-Price, Conductor] On Ninna Nanna Per Bambini. Baby Reflections. Frommer, D., & Angelova, K. (2009, May 20). CHART OF THE DAY: Half of YouTube Videos Get Fewer Than 500 Views. Retrieved from Business Insider: www.businessinsider.com/chart-of-the-day-youtube-videos-by-views-2009-5 GuideStar. (n.d.). National Vaccine Information Center. Retrieved from GuideStar: www.guidestar.org/PartnerReport.aspx?ein=54-1951769&Partner=Amex
- 18. References HHS. (2014, August 25). Immunizations and Infectious Diseases. Retrieved from Healthy People: www.healthypeople.gov.2020topics-objectives/topics/immunizations-and- infections-diseases/national-snapshot HHS. (n.d.). National Vaccine Injury Compensation Program. Retrieved from National Vaccine Injury Compensation Program: www.hrsa.gov/ vaccinecompensation/index.html HHS. (n.d.). Vaccine Injury Compensation Trust Fund. Retrieved from National Vaccine Injury Compensation Program: www.hrsa.gov/vaccinecompensation/index.html Kumar, S. (2002, September 21). Polio epidemic hits Uttar Pradesh. Retrieved from PubMed Central: www.ncbi.nlm.nih.gov/pmc/articles/PMC1169480/
- 19. References Loving, S. (Writer), & Loving, S. (Director). (2012). Herd Immunity [video]. UK: Oxford Vaccine Group. Loving, S. (2014, May 19). Herd Immunity. Retrieved from Vaccine Knowledge Project: www.ovg.ox.ac.uk/herd-immunity MMWR. (2007, November 14). Progress Towards Poliomyelitis Eradication--- India, January 2006--September 2007. Retrieved from MMWR Weekly: www.cdc.gov/mmwr/preview/mmwrhtml/mm5645a3.htm National Meningitis Association. (2014, November 12). Statistics and Disease Facts. Retrieved from National Meningitis Association: www.nmaus.rg/disease-prevention-information/statistics-and-disease-facts/
- 20. References NIAID. (2013, November 27). Community Immunity ("Herd Immunity"). Retrieved from Vaccines.gov: www.vaccines.gov/basics/protection/ NVIC. (2011, February 23). National Vaccine Information Center Cites "Betrayal" of Consumers by U.S. Supreme Court Giving Total Liability Shield to Big Pharma. Retrieved from BusinessWire: www.businesswire.com/news/home/20110223005581/en/National-Vaccine-Information- Center-Cites-"Betrayal"-Consumers#.VJeJCsAA Plotkin, S. A. (Writer). (2005). Merits of OPV and IPV [video]. The Vaccine Makers Project. Pozin, I. (2014, August 7). 6 Qualities To Make Your Videos Go Viral. Retrieved from Forbes: www.forbes.com/sites/ilyapozin/2014/08/07/6-qualities-to-make-your-videos-go-viral
- 21. References privilege. beautiful baby sleep on white background. Shutterstock, New York, New York, USA. Sarkar, D. Image of Rukhsar Khatoon. AFP/Getty. Seedwell Creative Studio. (2012, February 10). The Edge: What Makes A Video Viral - February 10, 2012. Retrieved from Seedwell Blog: seedwell.com/blog/2012/02/the-edge-what- makes-videos-viral/ VAERS. (n.d.). VAERS Data. Retrieved from VAERS: https://vaers.hhs.gov/data/index
- 22. References WHO. (2014, MARCH 27). WHO South-East Asia Region certified polio-free. Retrieved from WHO: www.searo.who.int/mediacentre/releases/2014/ pr1569/en/ Willmore, T. (Writer), & Willmore, T. (Director). (2010). The Vaccine Song [video]. USA: Brain Warm-ups Entertainment, LLC.
Hinweis der Redaktion
- Good morning. My name is Catherine McKesson. Today, I will be giving you my proposal for our immunization campaign. First, I will give you some background information.
- We will begin by reviewing the state of immunization program in the US circa 2014. How much progress have we made towards the Healthy People 2020 goals? <read bullets> However, in the past 10 years, the anti-vaccination movement has gotten support from celebrities, such as Jenny McCarthy (Alcindor, 2014). We will first be examining a pro immunization video.
- Let’s start with a pro immunization video distributed by Brain Warm-ups Entertainment, LLC (Willmore, 2010). <show video> <read bullets> Now. let’s see how accurate this video was as it relates to immunizations. Three areas will be touched on in this video. They include vaccine-preventable deaths, polio and herd immunity.
- The video highlights vaccine-preventable pediatric deaths. It chose to highlight the ones familiar to the general population including pertussis, meningitis and influenza. As you may have noticed, certain age groups were associated with certain diseases. An infant in the video was shown to have died from pertussis. 17,325 cases of pertussis were reported in the US for the period of 1/1-8/16/2014 compared to the same period in 2013 (CDC, Pertussis Outbreak Trends, 2014). This represents a 30% increase in the cases of pertussis reported (CDC, Pertussis Outbreak Trends, 2014). <read 1st bullet> A 2-year-old in the video died from meningitis. 500 deaths from bacterial meningitis were reported between 2003-2007 (CDC, Bacterial Meningitis, 2014). Infants are at the highest risk of developing bacterial meningitis (CDC, Bacterial Meningitis, 2014). People of all ages can develop meningitis (CDC, Bacterial Meningitis, 2014). <read 2nd bullet> 21% of meningococcal disease develops in individuals aged 11-24 (National Meningitis Association, 2014). The sad part is that 1 in 5 teens don’t receive the first dose and less than one-third of first-dose recipients receive the booster dose (National Meningitis Association, 2014). An older child in the video dies from the flu. <read 3rd bullet> So far, the video is pretty accurate.
- The video progresses into a section that highlights polio. This picture is of Rukhsar Khatoon, who is last reported case of wild poliovirus in India (Basu, 2014). She was diagnosed with polio at age 18 months in January, 2011 (Basu, 2014). <read 1st bullet> IPV is the vaccination of choice in the US due to less worry about wild-type poliovirus, which is spread via contaminated wastes (Plotkin, 2005). OPV is the vaccination of choice in developing countries, which have a sewage issue and wild-type polio (Plotkin, 2005). Now, let’s talk about Uttar Pradesh, a state in India. In Uttar Pradesh in 2002, rumors regarding polio vaccination were that the vaccination could lead to impotence in male children or infect them with HIV/AIDS (Kumar, 2002). These rumors resulted in a decrease in the vaccination rate (Kumar, 2002). In 2006, a polio outbreak occurred primarily in Uttar Pradesh and Bihar (MMWR, 2007). The outbreak resulted in 676 cases with 69% of cases occurring in individuals aged <2 years (MMWR, 2007). The vaccination coverage at that time was 44% (MMWR, 2007). This vaccination rate was decreased from the usual infant coverage rate of 68% (MMWR, 2007). <read 2nd bullet> The only inaccurate point in this section was that… <read 3rd bullet>
- The last section of the video deals with community immunity. <read first bullet> Figure 1 illustrates community immunity. Figure 1 shows the effect of the proportion of unvaccinated and vaccinated people on the spread of a contagious disease in a population (NIAID, 2013). The figure implies that as more people are vaccinated, the disease is contained, and more unvaccinated people are protected. <read second bullet> This is because unvaccinated individuals tend to cluster together (Loving, Herd Immunity [video], 2012). The ratio of vaccinated to unvaccinated individuals is smaller which allows the disease to spread. The video was slightly inaccurate in regards to this concept. Last, let’s look at its impact.
- <read bullet> Since this video did not go viral, its impact on the public conscious is negligible. One metric to measure video virility is the number of views. A video with 1 million views is considered to have gone viral (Seedwell Creative Studio, 2012). It’s a shame that the video did not go viral as it was easy to understand and accurate for the most part. It was not entirely accurate with regards to the polio vaccine being a cure for polio and in its explanation of community immunity. Its downfall was that it tried to do too much in three minutes of time and it did not present its major points within 10 seconds. The general public loses interest in the first ten seconds of a video presentation (Pozin, 2014).
- Now, let’s look at an anti-vaccination video from the National Vaccine Information Center (NVIC). <show video> National Vaccine Information Center (NVIC) is a non-profit organization whose mission is to prevent vaccine-related injuries and death through public education (NVIC, 2011). It is considered to be the most powerful anti-vaccination organization in the United States (Wikipedia, 2014). <read bullets> Now, let’s see how accurate this video was as it relates to vaccinations. Reference Wikipedia. (2014, November 22). National Vaccine Information Center. Retrieved from Wikipedia: en.wikipedia.org/wiki/National_Vaccine_Information_Center
- NVIC 2012 video’s inaccuracies stem from excluding data from the viewer. This allows the viewer to come to NVIC’s desired conclusion. Figure 2 illustrates the incidence of vaccine-related encephalitis in people aged 0-89 years. According to Al Qudah et al. (2012), 1396 cases were reported to VAERS between 1990 and 2010 (Al Qudah, Abukwaik, Patel, & Souayah, 2012). Of those cases, 354 (25.5%) were attributed to Hepatitis B vaccine; 208 (14.9%) were attributed to Influenza vaccine; 208 (14.9%) were attributed to MMR vaccine; and 120 (8.6%) were attributed to Hib vaccine (Al Qudah, Abukwaik, Patel, & Souayah, 2012). As a reference for comparison, 10 million vaccinations are given to children under the age of 1 each year (VAERS, n.d.). Therefore, the incidence of vaccine-related encephalitis is pretty low. The incidence of seizures for the current DTaP vaccine is 1 child out of 14,000 (0.007%) (CDC, DTaP vaccine side-effects, 2014). No seizures are reported for the current Tdap vaccine (CDC, Tdap vaccine, 2014).
- The 1986 law mentioned in the video is the National Childhood Vaccine Injury Act of 1986. <read1st bullet> This law was enacted due to vaccine makers halting production of vaccinations secondary to lawsuit judgment awards (CDC, National Childhood Vaccine Injury Act, 2014). <read bullets> As shown again, NVIC excludes information so that the viewer can not make an informed decision.
- <read 1st bullet> You need to have over 1 million views for a video to be considered to have gone viral. This video was easy to understand and got its first important statement regarding encephalitis across to the viewer within ten seconds. It ended with a mother’s letter to reinforce its message. The video was not accurate. It presented data in a way to make the audience come to NVIC’s desired conclusion. It did not allow the viewer to make an informed conclusion. <read 2nd bullet> Now, let’s examine my PSA proposal.
- <play slide> This is the public version of the PSA for the campaign entitled, “Protect our future. Vaccinate today!”. It goes over the points that were outlined earlier in this presentation. As I have only 10 seconds to grab their attention, I focused on the more important items from a parent’s perspective. This version can be used as a poster, ad or as a 30 second video file to be placed on social media sites. Logo can be placed in the right hand corner of the slide.
- <play slide> This is the healthcare provider version of the PSA for the campaign entitled, “Protect our future. Vaccinate today!”. It emphasizes some of the points that was discussed in the public version. This version can be used as a poster, ad or as a 30 second video file to be placed on social media sites. Logo can be placed in the right hand corner of the slide.
- This marks the end of my presentation. I have included a reference list for your review. Thank you for allowing me to be here today. Are there any questions?