An evaluation of the 2016 influenza vaccination in pregnancy campaign in NSW, Australia

Public Health Research & Practice
Samantha J CarlsonFrank Beard

Abstract

Objectives and importance: Influenza vaccination in pregnancy has been funded under the Australian National Immunisation Program since 2010, yet uptake is suboptimal. We evaluated the 2016 New South Wales (NSW) Health influenza vaccination in pregnancy public information campaign. Mixed methods. We searched Factiva, ProQuest Global Newsstream and Google News for news articles relevant to the 2016 campaign. We reviewed information provided by NSW Health about NSW Health-initiated social media activity relevant to the campaign, and also assessed engagement with campaign messages using publicly available information. Between September and October 2016, we surveyed pregnant women at the antenatal clinic of a large tertiary hospital in Sydney to estimate influenza vaccine uptake during pregnancy, identify key information sources, and understand knowledge and attitudes regarding influenza vaccination. Thirty-one news articles were published in traditional media between April and August 2016. A single campaign advertisement on the NSW Health Facebook page had 449 609 impressions, with a click-through rate to the NSW Health website of 0.4%percnt;. Sixteen sponsored articles were posted on Facebook and six sponsored images were posted o...Continue Reading

Citations

Apr 30, 2020·Journal of Medical Internet Research·Lilian ChanBecky Freeman

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