Childhood Influenza Immunization Coalition (CIIC) – Working Collaboratively to Elevate Flu Awareness

The 2012-2013 influenza season marked five years since the National Foundation for Infectious Diseases (NFID) established the Childhood Influenza Immunization Coalition (CIIC) to encourage and support a universal pediatric influenza immunization recommendation and help improve influenza vaccination rates. CIIC membership comprises more than 30 of the nation’s leading public health, medical, patient, and parent groups, working together to protect children from influenza by communicating with “one strong voice” the need to make influenza vaccination a national health priority. The success of CIIC is an example of multiple stakeholders united around a common goal, which resulted in active partnerships and action plans to heighten influenza awareness and influence change.

CIIC continues to serve as a catalyst to keep members continually engaged through opportunistic communications, media outreach, and frequent meetings held exclusively for members. During the 2012 season, CIIC hosted two special webinars based on member input.

One session convened members to discuss progress made and challenges moving forward in protecting more children against influenza. Twenty-two member representatives participated and the proceedings served as the basis of the CIIC report: “Improving Childhood Influenza Immunization: A Five Year Progress Report,” which was publicized through member communications channels, as well as consumer media outreach.

The second session was held during the 2012 National Influenza Vaccination Week, and featured Wendy Sue Swanson, MD, author of Seattle Mama Doc blog, to discuss the effective use of social media to communicate key messages. Nearly 20 member representatives participated in the interactive discussions.

Through its members/partners, CIIC has reached over one million healthcare professionals with strong, consistent messages in member publications, editorials and articles in trade media, website postings, and social media. Top-tier national and trade media placements have resulted reaching an audience of more than 773 million (since inception). The CIIC website continues to serve as a resource for members, the immunization community, media, and consumers. To support health observances throughout the year, CIIC offers a calendar of suggested tweets and Facebook posts. For more information, visit www.preventchildhoodinfluenza.org or contact Jennifer Bender at jbender@alembichealth.com.

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