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1994.04.20 : New Parents, Providers Campaign Targets 

Contact:  PHS Press Office 
Wednesday, April 20, 1994                       (202) 690-6867      

    NEW IMMUNIZATION MEDIA CAMPAIGN TARGETS PARENTS, PROVIDERS 

     President Clinton's Childhood Immunization Initiative will be 
supported by a new media campaign which targets parents and, for the 
first time, health care providers.  The new campaign is coordinated 
by the U.S. Department of Health and Human Services.   

     As part of the broader immunization initiative, the campaign 
aims to increase from 65 to at least 90 percent the number of 2- 
year-olds vaccinated by the year 2000.  In some inner city areas 
today, the vaccination rate among preschoolers is as low as 10 
percent. 

     "Our Childhood Immunization Initiative recognizes the 
importance of reaching out actively to parents to make sure they 
know when and how to immunize their children," said HHS Secretary 
Donna E. Shalala. "Outreach efforts to health care providers are 
being increased to encourage them to take advantage of all 
opportunities to vaccinate infants." 

     The main message of the radio and television spots developed 
for parents is the importance of protecting infants from disease 
through immunization by the age of 2. "Names," one of the public 
service announcements for parents, includes details about an up-to- 
date infant immunization schedule.   

     A print ad campaign, "Vaccine Delayed is Vaccine Denied," is 
targeted to physicians and will be placed in medical journals.  The 
message for health care providers is to use all opportunities to 
immunize children in their care. 

     The PSAs are being distributed to every commercial TV and radio 
station in the country by the Ad Council.  The ads for health 
professionals are being placed with about 60 medical journals.  
Burrell Communications and Kallir Phillips Ross volunteered their 
services to develop the campaign.  The National Hispanic Education 
and Communications Projects developed the Spanish PSAs.   
      
     Toll-free telephone numbers have been established by HHS' 
Centers for Disease Control and Prevention 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).      

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