Immunisation
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Mission: To make health a top priority for everyone in Northern Ireland.

Campaign details

Name:
Every baby
 
Date:
4 September–2 October 2006
 
Target group:
Parents and guardians of children under the age of two
 
Aim:
To raise awareness of the importance and benefits of the pneumococcal vaccine among the target group and to encourage uptake of this vaccination.
 

Objectives:

  • To raise awareness about the changes to the routine childhood immunisation programme;
  • To inform the target group about the health protection offered by the pneumococcal vaccine;
  • To highlight to parents and guardians that they don’t need to take any action until their child is invited for the immunisation;
  • To reinforce to the target group that the childhood immunisation programme is a positive public health initiative and a way of protecting children against serious disease;
  • To encourage participation in the routine childhood immunisation programme.
     

Background:
Over 14 million people die from infectious diseases every year throughout the world. Most of these diseases have become extremely rare in Northern Ireland. They have become rare because there are high uptake levels for vaccinations in Northern Ireland and the vaccinations have been very good at getting rid of the diseases.

Some pneumococcal bacteria have become increasingly resistant to antibiotics in the UK and worldwide. As the disease becomes harder to treat because of this resistance, its prevention by immunisation becomes more important.

The pneumococcal conjugate vaccine will be introduced to the routine childhood immunisation programme throughout the UK during 2006 to protect against pneumococcal infection.

Pneumococcal infection is responsible for both severe and everyday illnesses, especially in babies, young children and the elderly. It is a major cause of life threatening illnesses such as meningitis (inflammation around the brain), septicaemia (blood poisoning) and severe pneumonia. These occur when the pneumococcal bacteria infect the bloodstream – invasive pneumococcal disease (IPD). Pneumococcal infection also causes less serious but common illnesses such as ear infections (otis media), mild pneumonia (where infection is restricted to the lungs) and bronchitis.

The pneumococcal vaccine has been used successfully in the USA for the past five years and in the UK with children at an increased risk of pneumococcal disease because of a medical condition for the past four years.

The Department of Health, Social Services and Public Safety commissioned the Health Promotion Agency to develop and implement a public information campaign to raise awareness of the introduction of the pneumococcal vaccine to the routine childhood immunisation programme in Northern Ireland.

All children under two years of age will be invited to receive the pneumococcal vaccine.

 

The campaign:

Television and radio advertising

New television and radio advertisements were produced and broadcast from 4 September until 2 October 2006.

TV icon Click here to view the ‘Every baby’ TV advert
TV icon Click here to listen to the ‘Every baby’ radio advert

Print materials

The HPA also produced a range of information materials on the new programme aimed at parents and health professionals. There are five information leaflets or booklets aimed at parents, covering:

A poster was also produced for use in healthcare settings to encourage parents to bring their children for vaccination. The leaflets were distributed via health visitors, GP surgeries and school health services. They are also on display in pharmacies. Additional supplies of the materials are held by the Central Health Promotion Resource Services in local Health and Social Services Board areas.

Health professionals were issued with an information pack containing copies of the materials aimed at parents and several additional publications, including guidance notes for professionals on the immunisation programme, a poster outlining the new programme with details of diseases, vaccines and site of administration for each immunisation, a factsheet on the pneumococcal vaccine and a factsheet on the new Hib/MenC booster, a schedule for the pneumococcal catch up programme, and an information sheet highlighting the publications being withdrawn and the new materials replacing them.

 
Media:
Link to the press release on this campaign: 2006

 


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