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1994.09.29 : Childhood Immunization PSAs

Contact:  HHS Press Office     (202) 690-6343
Thursday, Sept. 29, 1994


              BETTER INFORMED PARENTS IS AIM OF NEW HHS
                     CHILDHOOD IMMUNIZATION PSAs

     HHS Secretary Donna E. Shalala today unveiled two new broadcast
and print public service announcements at a regional meeting on
childhood immunization in Washington, D.C.  The ongoing media
campaign is coordinated by the U.S. Department of Health and Human
Services in conjunction with President Clinton's Childhood
Immunization Initiative.

     This marks the second phase of the ongoing media campaign
intended to educate parents about the need to get most of their
children's baby shots by the child's second birthday.  The media
campaign reinforces outreach efforts at the national, state, and
local levels to increase from 72 percent to at least 90 percent the
number of 2-year-olds immunized by 1996.  

     "Most parents understand that immunizing their children is
important," said Shalala.  "However, many parents don't understand
that proper immunization requires a minimum of 11 shots and five
visits to the doctor by the time the child is 2 years old.

     "This campaign provides that information, and I want to commend
our partners in the private sector for getting the message across."

     Shalala said companies participating in the immunization
outreach effort include McDonald's, Gerber and General Mills.

     The main message of these public service announcements
developed for parents is to create doubt in their mind as to whether
their child has received all necessary baby shots and then to
persuade them to ask their health care provider about their child's
immunization status.  The public service announcements ask the
parents if they are sure their child has had 11 shots by 2 -- "11
shots by 2.  How sure are you?"

     The announcements provide a national toll-free telephone number
to refer parents with no health care providers to local services to
immunize their children.   To obtain information on immunization
services in their communities, parents can call 1-800-232-2522 or
1-800-232-0233 (Spanish).

     The PSAs will be distributed to every commercial TV and radio
station in the country by the Ad Council.  The advertising agency
DMB&B volunteered its services to develop these public service
announcements.
 
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