Franny Strong Foundation and the Michigan Department of Health and Human Services
Increasing Michigan’s childhood vaccination rates
Goal: Achieve CDC-recommended immunization schedule of 90% or higher vaccine coverage for Michigan youth.
Notable Awards & Recognitions:
- 2020 PRSA National Silver Anvil Award for Public Service Campaign
- 2020 PRSA East Central District Diamond Award for Public Service Campaign
- 2020 CMPRSA Pinnacle Award for Public Service Campaign
- 2019 PRSA National Award of Excellence for Public Service Campaign
- 2019 CMPRSA Pinnacle Award for Public Service Campaign
- 2018 CMPRSA Pinnacle Award for Public Service Campaign
- 2018 CMPRSA Pinnacle Award for Website Tactic
- 2018 CMPRSA Pinnacle Award for Social Medium Tactic
The World Health Organization recently named vaccine hesitancy as one of the top 10 global health threats. Recent examples of the re-emergence of vaccine-preventable diseases, including the worst measles outbreak in more than two decades, can be found in Michigan and nationwide.
Primary research through focus group testing indicated that a parent-to-parent message supporting a safe, credible space to get answers to their vaccine questions was needed. Secondary research looking at Michigan’s vaccination data indicated that Michigan’s childhood immunization rates dropped to among the nation’s worst – ranking 44th for children ages 19 to 35 months, according to the 2015 National Immunization Survey.
Action Plan & Communication:
Martin Waymire worked with the Michigan Department of Health and Human Services (MDHHS) and the Franny Strong Foundation to develop a revolutionary statewide public health campaign called I Vaccinate that utilized parent feedback to provide fellow Michigan parents with the credible, science-based information they need to protect their kids.
The campaign features a parent-focused website with Michigan-specific resources and links to reputable scientific sources, social media communities, support from partner healthcare organizations, strategic earned media, and television, radio, outdoor, and digital advertising. Martin Waymire also managed an influencer campaign featuring real parents who agreed to share their vaccination stories.
- Moved Michigan vaccination rankings from 44th to 29th. The I Vaccinate campaign improved Michigan childhood vaccination rates from 44th to 29th out of 50 states among children ages 19 months to 35 months.
- 5% increase in toddler vaccinations. The percentage of Michigan toddlers up to date on recommended vaccinations increased 5 percentage points, from 54% to 59.2%, according to state data from December 2019.
- 12 percentage point increase in teen vaccinations. The percentage of Michigan teens that were up to date on all recommended vaccinations increased 12 percentage points, from 29% to 41.3%.