Immunisation Week 2018: 30 April to 6 May - Communications Toolkit - Health Promotion Agency
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Immunisation Week 2018: 30 April to 6 May Communications Toolkit
Welcome to your Immunisation Week 2018 Communications Toolkit Immunisation Week 2018 will be held from 30 April to 6 May. The focus of the Week will be on promoting immunisations to older people (ie, influenza, shingles, diphtheria and tetanus) and encouraging immunisation across the lifespan. This toolkit has been designed to help support your Immunisation Week planning and local promotions.
Contents Immunisation Week messages................................................................................. 4 Overarching key messages Older People Pregnancy New resources............................................................................................................... 5 Encouraging regional activity.................................................................................... 6 Tips and ideas Immunisation Week 2018 strategy Programme resources................................................................................................. 7 Programme logos Promotional resources Videos............................................................................................................................... 10 Informational videos and online adverts Digital Assets.................................................................................................................. 11 Banner ads Email Signatures Facebook Content Facebook......................................................................................................................... 14 Why Facebook? What and how often to post? Managing your Facebook posts Thought starters Local Media..................................................................................................................... 16 Advertising using local radio stations Media opportunities Tips for contacting your local media....................................................................... 17 PR activity: media release template........................................................................ 18
Immunisation week messages
These messages help support the focus of Immunisation Week, which promotes immunisation to
older people and immunisation across the lifespan. We have also prepared a range of additional
messages for specific groups – providing several options for flexibility.
Overarching key messages
• As you get older, the protection from earlier immunisations can begin to wear off. Make sure
you’re protected – speak to your doctor about getting the immunisations that are right for you.
• Protect yourself and your whānau – make sure you’re all up-to-date with your immunisations.
• Immunisation protects everyone, whether you are young, old or in between, and even when you’re
pregnant. Talk to your doctor about getting yourself and your whānau protected from serious
diseases.
• It’s National Immunisation Week, a great time to make sure you and your whānau are on track with
your immunisations. It’s our best protection.
Older people
• Older people are at particular risk of complications from influenza and shingles. If you’re 65 or older,
you can be immunised for FREE. Talk to your general practice about getting protected.
• Immunisation at age 65 years can protect against influenza, shingles, diphtheria and tetanus. Make
sure you’re protected, call your general practice to book your FREE booster immunisations today.
• FREE immunisation against shingles is available at age 65, and up to age 80 for a limited time.
Shingles can be a serious disease that affects older people. Speak to your family doctor about
getting protected.
• FREE immunisation against influenza is available for those aged 65 and older. Influenza is a serious
disease in older people. Speak to your general practice about getting protected.
• As we get older, diseases like influenza and shingles can have a bigger impact on our health. Your
general practice can provide FREE immunisations to help keep you well.
• Spending time with family, particularly new grandchildren is exciting. Make sure you protect your
grandchildren/moko by getting your immunisations up-to-date.
Pregnancy
• Protecting baby starts in pregnancy. Immunise during pregnancy to help protect your baby from
the serious effects of whooping cough and influenza.
• Get immunised while pregnant to protect your baby from the serious effects of whooping cough
and influenza. It's free and has a proven safety record. Talk to your midwife, nurse or doctor today.
4 • Immunisation Week 2018 Promotional Toolkit
New resources
Immunisation
earlier
Immunisation for during
5 and 65+.
nfluenza
Older People Pregnancy
ogether. Free vaccines to protect against influenza, shingles,
tetanus and diphtheria Protecting baby and you from
whooping cough and influenza
e?
diseases it
cinating
n
orised Provider
E2540
Immunisation for older people Immunisation during
From 1 April, a new resource that encourages
pregnancy
immunisations for those aged 65+, will be This new resource speaks to the importance
available to order from HealthEd. of immunisation during pregnancy and is a
This resource includes information on the revision of the existing HE2503 Immunise
recommended immunisations to protect against whooping cough.
against tetanus, diphtheria, influenza and The resource is tailored for pregnant
shingles. The shingles vaccine (Zostavax) women and their families and explains the
will be funded from 1 April. immunisations recommended to protect
mum and baby against serious diseases such
as whooping cough and influenza. It will be
available to order from HealthEd in time for
Immunisation Week.
Immunisation Week 2018 Promotional Toolkit • 5
Encouraging regional activity
Tips and ideas
• Host an after-hours drop-in immunisation clinic to help people with busy work schedules
or family commitments.
• Encourage families to think about whether the whole family is protected, when they bring their
children in for appointments.
• Many older people are unaware that there are now 3 recommended vaccines available free at age
65 years. Encourage those aged 65+ years to receive their booster immunisations to help protect
against shingles, influenza, tetanus and diphtheria.
• Encourage parents to bring support along to their child’s immunisation appointments. A child’s
immunisation appointment can be emotionally stressful for parents. The support of their whānau
can help improve the experience.
• Spokespeople or trusted community leaders can act as immunisation ambassadors. They can
champion the benefits of immunisation and help generate awareness in your community.
• Mirroring the key messaging used in the national immunisation campaign can be an effective way
to create greater awareness.
• Focus on the overall experience, help create a warmer experience during the conversation.
Immunisation Week 2018 strategy
Online activity will focus on promoting immunisation for older people and encouraging immunisations
across the lifespan.
The media schedule will be available from 30 March. It is likely to include increased promotions across
several channels, such as our existing Facebook and YouTube channels. It will also include targeted
contextual and online advertising.
6 • Immunisation Week 2018 Promotional Toolkit
Programme resources
Programme logos (low resolution, for online use only)
English Logos
‘Our’ best protection ‘Their’ best protection ‘Your’ best protection
Black_inversed.png Black_inversed.png Black_inversed.png
White_inversed.png White_inversed.png White_inversed.png
Te Reo Ma-ori Logos
‘Our’ best protection ‘Their’ best protection ‘Your’ best protection
Black_inversed.png Black_inversed.png Black_inversed.png
Brand Guidelines and use of artwork
Download brand guidelines
The value of the national immunisation brand is its consistent application.
We share programme artwork so it can support local promotions and maintain
brand consistency. National Immunisation Programme Brand Guidelines
ines
Guidel
me Brand
Please refer to the National Immunisation Programme Brand Guidelines
Program
isation
Nation
al Immun
4.1 The colour National Immunisati
system
on Programme
Brand Guidelines
2.1
r motifs
amme Primary program
with progr
Circula
nction ry me colour
in conju as a prima Bright yellow
to work be used
designed e is to unicating is the primary
brand colour
ic devic comm
specifically The gener when used
to feature
have been ction’. to be used can also be prominently
in all commun
motifs of ‘prote es are
devices are
when using creative assets as all material needs to comply with this.
circular concept fic devic devices ications.
Three rce the ally speci priate,
these s. The
ry to reinfo
cultur e appro round detailing
image and the le. Wher t to backg of the Bright yellow SPOT: PANTONE
cases ral effec some
c peop table for
3955
nt in most
PROCESS:
or Pacifi and textu C4 M0 Y100
Māori interest accep RGB: R239
eleme so it is
K0
National
G223
with add nts HTML: EFDF00 B0
to
exclusively layout rting eleme National
same
in the y as suppo examples). Immunisation
together ion mainl ry (see A palette Schedule
to funct image of colours colours
Immunisation
desig ned foreground reflect key
red by ages and
stages in the
to be obscu National Immunis
CHILDREN
ation Schedul
e.
Gene
ric devic
used as
e
a prima
ry desig
n elem
talking
ent
Programme wEEkS
6 3 5 15
yOUNG
ADULTS
ADULTS
To be , excep
t when le.
MONTHS
MONTHS 4 11
cases i or Pacifi
c peop MONTHS
yEARS 12 16-18
PROCESS: PANTONE 213
in most
Y18 K0
G28 B121
45
HTML: E31C79
y to Māor
yEARS
PROCESS: PANTONE 3125
Y18 K0
G174 B199
65
HTML: 00AEC7
Brand Guidelines
yEARS
See the 'Immunisation programme photography' section regarding use
C26 M1 Y100 583
K20
specificall
G179 B35
HTML: A46B323
yEARS
PROCESS: PANTONE 265
Y0 K0
G99 B205
HTML: 9063CD
PROCESS: PANTONE 3395
yEARS
Y48 K0
SPOT: PANTONE
C0 M92
G195 B137
HTML: 00C389
yEARS
299
Y0 K0
C84 M0
G163 B224
HTML: 00A3E0
RGB: R227
151
Y100 K0
G130 B0
HTML: FF8200
C52 M66
PROCESS: PANTONE 1795
SPOT: PANTONE
RGB: R210 Y93 K2
RGB: R0
SPOT:
G38 B48
SPOT: PANTONE
HTML: D22630
RGB: R164
293
Y0 K4
C66 M0
G61 B165
HTML: 003DA5
C86 M8
SPOT:
362
RGB: R144
Y100 K2
G158 B47
HTML: 509E2F
RGB: R0
SPOT: PANTONE
SPOT:
C0 M60
RGB: R255
SPOT: PANTONE
C0 M96
RGB: R0
PROCESS:
C100 M69
SPOT:
PROCESS:
RGB: R0
C78 M0
RGB: R80
SPOT:
PROCESS:
PROCESS:
Secondary
PROCESS:
e colours
i devic
Māor A limited palette
ent of
n elem with the primary darker secondary
ry desig i. yellow colour. colours and
a prima y to Māor gradients
of photography outside the programme artwork we provide.
used as specificall
are designed
To be talking to work in
contrast
when
e nt
ic devic n eleme
Pacif ry desig le.
a prima c peop
used as
228
Y14 K42
to Pacifi
G12 B88
HTML: 890C58
7421
To be
Y45 K67
G29 B50
specifically
HTML: 651D32
PROCESS: PANTONE 5265
SPOT: PANTONE
RGB: R64 Y9 K45
G58 B96
HTML: 403A60
5255
Y15 K72
talking
G26 B52
SPOT: PANTONE
HTML: 1E1A34
5473
when
Y32 K51
G94 B103
HTML: 115E67
C16 M100
5463
Y38 K90
RGB: R137
G39 B45
HTML: 07272D
SPOT: PANTONE
C18 M100
725
Y100 K55
G63 B22
C86 M83
RGB: R101
HTML: 7D3F16
SPOT: PANTONE
732
Y100 K71
G52 B18
HTML: 623412
C97 M100
SPOT: PANTONE
582
SPOT: PANTONE
Y100 K39
RGB: R30
G140 B19
HTML: 8E8C13
C86 M20
378
SPOT: PANTONE
Y99 K64
G98 B29
HTML: 59621D
RGB: R17
PROCESS:
C100 M45
SPOT:
SPOT: PANTONE
RGB: R7
SPOT: PANTONE
PROCESS:
RGB: R125
C9 M75
RGB: R98
C16 M69
PROCESS:
C25 M9
PROCESS:
RGB: R142
C47 M11
RGB: R89
PROCESS:
PROCESS:
PROCESS:
PROCESS:
Contact Robyn if you have brand queries.
PROCESS:
Immunisation Week 2018 Promotional Toolkit • 7
Following is a collection of immunisation banners and resources that you may wish to include in your
promotional activity.
Pull-up banner
Protect
Pull-up banners can be a great visual cue for parents and a your baby
Immunise during pregnancy
reminder of the primary immunisation milestones. Click below to
to protect your baby against
whooping cough and influenza
download print ready files. It’s
free
• Immunise on time banner (with space for DHB Logo)
• Immunise on time banner (Non-DHB Logo)
• Protect your baby (with space for DHB Logo) Talk to your midwife, doctor or nurse
health.govt.nz/immunisation
• Protect your baby (Non-DHB Logo)
T-shirts
To print promotional t-shirts for your clinic,
click here for the artwork and mock ups.
Balloons
To print promotional balloons for your clinic,
click here for the artwork and mock ups.
8 • Immunisation Week 2018 Promotional Toolkit
Bunting
To print promotional bunting for your clinic or
exhibit, click here for the artwork. Pregnancy
Immunisation programme photography
We can share some of the immunisation photography to support regional immunisation
promotions provided it is used within the brand guidelines, and is compliant with the terms
of the talent agreements.
To request an immunisation programme image, email Robyn and specify the age group you would
like photography for and the settings you would like to use it in.
Resources on HealthEd
To order free immunisation resources for your region, visit HealthEd.
Is your child Protecting
Most
tions
Has your
immunisa for
are FREE
starting school?
under 18s*
baby starts in teen missed any
Make sure their immunisations are up-to-date
pregnancy immunisations?
Get immunised while Immunisation helps protect your child against
pregnant. It helps protect serious diseases like measles, whooping
baby from the serious
cough and most cancers caused by HPV.
effects of whooping
cough and influenza.
Immunisation
helps protect
It’s free, recommended, You can catch up on
children from
and has a proven safety immunisations here.
serious diseases record.
that can spread
quickly in schools. Talk to your midwife, Talk to us today.
Check your child’s
nurse or doctor today.
Well Child Book, and call 1 More info at immunise.govt.nz
Immunisation
your GP to book any catch-up
immunisations.
is FREE and 0800 IMMUNE (466 863). * HPV immunisation is funded for all aged 9-26 years;
MMR immunisation is funded for all born from
1 January 1969.
If a disease outbreak occurs, like measles, your child could be excluded from school until you can show proof of vaccination.
This poster is available from www.healthed.govt.nz or the
Authorised Provider at your local DHB. Revised July 2017.
Code HE1108
This resource is available from healthed.govt.nz or the Authorised Provider at your DHB. Feb 2016. HE2504 This resource is available from healthed.govt.nz or the Authorised Provider at your DHB. Feb 2017. HE2501
Immunisation Week 2018 Promotional Toolkit • 9
Videos We have created the following videos for you to use in promoting the importance of immunisation. Click on the images below to download a video or advert, or alternatively visit the Ministry of Health's YouTube channel. Informational videos Immunisation and Why immunise? Immunise during how it works pregnancy (video in April) Online adverts Chance Serious One less worry Be on time Community immunity On-time immunisation 10 • Immunisation Week 2018 Promotional Toolkit
Digital assets
Banner ads
We have created the following digital assets for you to use in promoting immunisation.
Pregnancy Infant 15 months
Download Download Download
4-year-olds Whānau Teen catch-up
Download Download Download
MMR MMR catch-up Older People
Download Download Download
Immunisation Week 2018 Promotional Toolkit • 11Animated banner ads Email signatures Include one of these in your work email signature to help raise awareness. Pregnancy Whānau Starting school Teens catch-up Older people 12 • Immunisation Week 2018 Promotional Toolkit
Facebook content eg, cover images, static posts
Pregnancy Wha-nau
4-year-olds Teens catch–up
Older people
Immunisation for
Older People
Immunisation at age 65 can protect against
influenza, shingles, diphtheria and tetanus.
Immunisation Week 2018 Promotional Toolkit • 13Facebook
Why Facebook?
Facebook can be a great tool for connecting with your audience. If you have a Facebook page for
your local area, it can help you promote immunisation and engage with your community.
Facebook is used by more than 80% of Kiwis every week. You can either post on your own Facebook
page or ask other organisations with Facebook pages to post content on your behalf.
What and how often to post?
The types of content you can add to Facebook are:
• text posts (but we recommend using sparingly)
• images with text (these typically perform better than text-only posts. HPA has provided sample
images for your use)
• GIFs (animated images)
• videos (work really well as they auto play in timelines and encourage engagement. HPA has
provided a selection of video adverts for your use)
• sharing posts from other pages.
It’s a good idea to use a variety of content to keep your audience interested and engaged.
Managing your Facebook posts
• Include a ‘call to action’ eg, ‘Call your family doctor or nurse to learn more’ or ‘Immunisation is
free, book your child’s catch-up immunisation today’.
• It’s important to moderate and/or respond to comments in a timely manner. We recommend
checking your Facebook page at least once a day in case any important comments or messages
need a response.
• Consider boosting some posts to increase your audience reach. Instructions on how to boost a
post are available here.
Immunisation can be a contentious topic as people may have strong views about it within your
community. If you choose to use Facebook as part of your communication strategy, it’s important
to moderate your posts. We recommend that you encourage positive dialogue and ensure that you
have the necessary resource to actively monitor engagement.
14 • Immunisation Week 2018 Promotional ToolkitThought starters
• Work with your DHB communications team.
• Ensure your Facebook page has written guidelines for people commenting on your page and the
standards that will be used for moderating comments (it’s in the about section of your page)
• Write content in a way that reflects well on your organisation, use positive statements and non-
judgemental messaging eg, ‘Protect your whānau from the serious effects of preventable diseases
– immunisation is recommended, and it’s FREE.’
• Asking questions can be a great way to promote engagement or create cut-through. Use
empowering messages eg, ‘Is your child starting school soon? Immunisation helps protect children
against serious diseases. Make sure their immunisations are up-to-date.’
• Promoting immunisation as the best way to protect your whānau against the risk of serious disease
is a positive way to empower parents eg, ‘Immunisation is the best protection for your child and it’s
available for free.’ or ‘By immunising your child, you can give them the best protection.’
• Provide clear/robust information for parents who want to learn more about immunisation. Benefit
statements can also be effective eg, ‘The benefits of immunisation far outweigh the potential risk,
to find out more visit: health.govt.nz/immunisation or call your family doctor or nurse.’
• Promoting credible sources of information can help inform parents who want to learn more about
immunisation. Trusted sources include the Ministry of Health, your regional DHB website or the
Immunisation Advisory Centre (IMAC) eg, ‘If you want to speak directly with an immunisation
expert, you can call 0800 IMMUNE free.
• It can be challenging promoting immunisation on social media as people can have very different
opinions about immunisation. If a comment thread becomes negative, it’s important to moderate
the dialogue quickly eg, “Kia ora, this page is here to help those who want to learn more about
immunisation. Please be considerate of others when posting on this page.”
• If heckling or hate speech occurs on your post then take action quickly in line with your moderation
guidelines. Consider hiding comments or banning the offending user from your page.
• You can prevent foul language on your page by using the profanity filter.
To set this up, select: Settings > General > Page moderation
• From 1 April, shingles will be funded for those aged 65 years, with extended availability for those
aged 66 to 80 years until 1 April 2020. As this is a new Schedule change, it would be a good message
to share with your community. Here’s a sample post for use on Facebook: Older people are at
particular risk of complications from influenza and shingles. If you’re 65 years or older, you can be
immunised for free. Talk to us about getting protected.
Immunisation Week 2018 Promotional Toolkit • 15Local media Talk with your DHB Communications team about opportunities for local promotion that leverage the national campaign. Advertising using local radio stations Advertising immunisation messages on local radio stations can be a great way to connect with a local audience. It can be a platform to reach families and key influencers to promote immunisation. Many stations offer a promotional mix including adlibs (presenter comments) or additional promotion on their social media sites, so it can be a cost-effective way to increase immunisation awareness. The national immunisation programme budget for radio advertising is modest and is not included in our year-round promotional strategy, so we recommend you run your own promotion/PR in local media. Below are some tips for creating media opportunities. Media opportunities If you have a lot of experience interacting with journalists and media outlets, you can skip this section. If you want to brush up your skills and get your organisation and your messages into the media, here are some handy tips. Local print media: these include daily newspapers, online newspapers, or the free weekly community papers. You can get your information into the newspaper via a media release, a story or interview that the journalist prepares, a letter to the editor or by contributing to a column. Local family stories of immunisation (peer to peer acceptance): a way to elevate the seriousness of serious preventable diseases. Local broadcast media: these can include regional television and radio (commercial, community, Iwi, Pacific and student) channels. 16 • Immunisation Week 2018 Promotional Toolkit
Tips for contacting your local media
Work with your DHB Commuinication team. Here’s some things that you could think
about with them:
• Determine the news item and the right local ‘angle’ – what angle can you take to make a story
interesting – what is new, unusual, going to happen? Who will be there?
• Create a photo opportunity with local people – line up a local family, sports personality, or
community leader who is willing to speak with media to promote the benefits of immunisation
or speak about their personal experience of a vaccine-preventable disease. Make sure they
understand the key messages you want to communicate.
• Draft a media release – we have drafted a ‘swiss cheese’ style media release (see page 18) that has
holes in it which you can tailor to suit your region. We have provided key messages for you to use.
• Make initial contact with the local newspaper and/or radio station – consider which presenter
or reporter may be more interested in promoting your activity. It’s best to phone a week or two
beforehand – this gives the reporter plenty of time to organise the story. Contact a range of media
outlets to help increase your campaign reach. For radio you can contact NZME, Mediaworks, Māori
Media Network and Pacific broadcasters, and for newspaper contact Fairfax and NZME.
• Follow up – once you’ve spoken to the presenter or reporter, email them your media release or key
messages.
• Appoint a spokesperson – the spokesperson will need to know the details of the campaign and the
key messages and they will need to be readily available to take media calls. Have your key messages
prepared and be able to express them clearly. The spokesperson will need to keep their answers
brief and to the point. Try not to reel off lots of facts and figures - personal stories or experiences
are more likely to interest an audience.
Immunisation Week 2018 Promotional Toolkit • 17PR activity: media release template This draft release allows you to tailor it for your own local media. We encourage you to include any local stories or photos you may have to enrich your communications approach. Content will be available in April. 18 • Immunisation Week 2018 Promotional Toolkit
Contact details
If you have any queries about this material, please contact us:
Health Promotion Agency
Leonie Brunt
Senior Advisor, Child and Family Health - Immunisation
04 9170243
l.brunt@hpa.org.nz
Robyn Buckley
Marketing Account Lead, Immunisation
04 9170741
r.buckley@hpa.org.nz
IM057 | MAR 2018You can also read
