Advancing Immunization (Concurrent Session)-Advancing Immunization-We are Vaccine Confident

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The document discusses the American College of Preventive Medicine's (ACPM) campaign called "We Are Vaccine Confident" aimed at promoting COVID-19 vaccines and addressing vaccine hesitancy. The campaign is a collaboration between ACPM and BRG Communications, a communications firm. The document highlights the steps taken to develop and implement the campaign.<br /><br />ACPM, with its long history and expertise in prevention, launched the campaign to address misinformation and fear surrounding vaccines. The initial phase of the campaign, called the "Soft Launch," showcased the trust and confidence that ACPM members have in COVID-19 vaccines, despite broader doubt among other healthcare providers.<br /><br />To take the communications to the next level, ACPM partnered with BRG Communications, which has a proven track record in crafting effective communication strategies. They grounded the campaign in evidence-based messaging and tapped expert voices from ACPM leaders and members as spokespersons. The campaign utilized various communication channels such as social media, national and local media, and speaking events and conferences.<br /><br />ACPM implemented a member engagement strategy with an Ambassador Program, where ACPM members could deliver the vaccine confident message to their patients, colleagues, and broader healthcare communities. The program provided training and resources for ambassadors to effectively spread the message.<br /><br />The campaign also involved the development of a microsite that served as a resource center for educational materials and FAQs related to COVID-19 and vaccines. Additionally, various visual assets, including social media graphics, were created to support the campaign.<br /><br />The document highlights the success of the Vaccine Confident initiative, with significant placements and impressions, local activations, and recognition through prestigious industry awards.<br /><br />Looking forward, ACPM plans to expand the ambassador program and leverage the lessons learned to further promote preventive medicine and educate key audiences about the practice.<br /><br />The document concludes with a thank you message.

Asset Caption

We Are Vaccine Confident
Lessons in Member Engagement, Communications, and Unifying Message
Presented By:
Melissa Ferrari, CAE (ACPM); Donna Grande (ACPM); Jane Barwis (BRG Communications)

Keywords

American College of Preventive Medicine

We Are Vaccine Confident

COVID-19 vaccines

vaccine hesitancy

misinformation

BRG Communications

trust and confidence

communication strategies

member engagement strategy

educational materials