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THE 2015 NATIONAL INFLUENZA CAMPAIGN
Presented by Michelle Kapinga (NISG) & Darren Quirk (HPA)
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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
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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 peopleMK3
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Slide 3
MK3 To also help protect the vulnerableMichelle Kapinga, 27/08/2015
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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
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2015 Public campaign
Embed TVC so can play
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Campaign elements
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Stakeholder support
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Campaign EvaluationA. Exceeded target of 1.2 million doses
B. 2015 TNS Researcha) To provide an assessment of the 2015 flu
vaccination campaignb) Identify key lessons for future campaigns
MK4
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Slide 8
MK4 Suggested introduction into campaign evaluationMichelle Kapinga, 27/08/2015
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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%
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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 18‐24INELIGIBLE
OVER 65s
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Campaign responses
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Motivations to immunise (%)Motivation (Top 5) Pregnant
womenEligible 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
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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
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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
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Questions?