EVALUATION OF THE 2015 NATIONAL INFLUENZA CAMPAIGN. Presented by Michelle Kapinga (NISG)

Transcription

1 EVALUATION OF THE 2015 NATIONAL INFLUENZA CAMPAIGN Presented by Michelle Kapinga (NISG)

2 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 Increasing uptake for ineligible people

3 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

4 2015 Public Campaign 51

5 Campaign Elements

6 Stakeholder Support

7 Campaign Evaluation A. Exceeded target of 1.2 million doses B TNS Research a) To provide an assessment of the 2015 flu vaccination campaign b) Identify key lessons for future campaigns

8 Includes measuring: Campaign effect on consumer attitudes and behaviour; Changes in perceptions of the flu; Uptake of the flu vaccine; Motivations for getting the flu vaccine; Barriers to getting the flu vaccine Awareness of the TV ad this year and compared to previous years; Awareness of further material used in the campaign;

9 Research Methodology: Fieldwork Online and CATI interviewing - total of N = 2,172 respondents Online interviewing of: N = 780 Eligible aged 18 to 64 years and qualifying due to medical conditions (recruited from the SmileCity online panel) N = 196 Pregnant Mums (recruited from the Bounty database) N = 996 Ineligible aged 18 to 64 years (recruited from the SmileCity online panel) Note that the target for Ineligible was N = 250 but the group was unintentionally oversampled CATI interviewing of: N = 200 Eligible qualifying due to being aged 65 years and over (recruited via random digit dialling) Fieldwork was conducted between the 6 th to 26 th July 2015

10 Research Methodology: Data Analysis & Weighting Data weighting: Weighting was applied to both the Eligible and Ineligible online groups to ensure they are nationally representative in terms of gender, age, area and ethnicity Data analysis: Where applicable, 2011 and 2013 results are also included and results for each year have been statistically compared to the previous time period at the 95% confidence level Eligible Youth, Eligible Māori and Eligible Pacific People have been statistically compared to other Eligible respondents at the 95% confidence level

11 Self-reported uptake 90% 80% 70% 80%* OVER 65s 60% 50% 40% 30% 20% 10% 51% 40% 16% 59% 46%** PREGNANT MUMS ELIGIBLE % ELIGIBLE YOUTH 24% INELIGIBLE 0% * No 2013 data ** Degree if change not statistically significant

12 80% Future intentions 76%* OVER 65s 70% 60% 50% 40% 30% 52% 31% 47%** 42% 35% 25% ELIGIBLE PREGNANT MUMS ELIGIBLE YOUTH INELIGIBLE 20% 16% 10% 0% * No 2013 data ** Degree of change not statistically significant

13 Sources of Information re Influenza Vaccination Formal Channels

14 Sources of Information re Influenza Vaccination Informal Channels

15 Campaign Responses

16 Motivations to immunise (%) Motivation (Top 5) Pregnant women Eligible Ineligible The flu is easy to catch I don t want to make others sick ~74 ~ I don t want to pass the virus to others ~74 ~ I could get the flu vaccination for free ~68 ~43 The flu will make me very sick ~ Means of 2013 & 2015 data as not significant difference

17 Barriers to immunisation Barriors (Top 5) Pregnant women Eligible Ineligible I hate needles ~32% ~33% Concerned about side effects ~33 ~36 I don t generally get sick ~39 Better to build up natural immunity ~30 ~41 Flu vaccine can give you the flu ~25 ~29 ~32 ~ Means of 2013 & 2015 data as not significant difference

18 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

19 Questions?