Georgia Adult Immunization Campaign Evaluation
Problem
Georgia officials wanted to evaluate a new vaccine communication campaign.
The Georgia Immunization Program (GIP) and the Georgia Department of Public Health (DPH) developed the No One Has Time to Be Sick campaign to address a post-pandemic decline in adult vaccine uptake. The campaign is part of their broader efforts to lower the incidence and risk of vaccine-preventable disease by providing adult vaccines, monitoring adult immunization rates, and providing education and training programs for public and private immunization providers statewide.
Solution
NORC conducted an innovative multi-method evaluation of Georgia’s No One Has Time to Be Sick campaign.
NORC designed a pre- and post-evaluation of No One Has Time To Be Sick for DPH’s GIP. NORC’s pre-campaign data collection will document adult vaccine awareness through qualitative interviews with Georgian adults over the age of 18 using ZIP codes to target communities in rural and south Georgia. Post-campaign evaluation data collection will assess Georgian adults’ knowledge, attitudes, beliefs, and behaviors about adult immunization through survey data, website metrics, and paid media data.
NORC’s health communication campaign evaluation approach includes analyzing multiple data sources including paid media ads, website analytics, post-campaign survey data, and qualitative interviews. All data sources will be analyzed individually and then triangulated together to provide a comprehensive understanding of the effectiveness of the No One Has Time to Be Sick campaign.
Result
Our findings will inform Georgia’s efforts to make future messaging efforts more effective at increasing adult vaccine uptake.
NORC’s analyses will prioritize understanding how the campaign reached various key sub-group populations with lower vaccine uptake within Georgia and assessing the impact of the campaign on vaccine information-seeking behaviors and adult vaccine uptake within the state. This will provide DPH and GIP with key evidence to adjust their future communication campaigns and increase their impact on vaccine uptake.
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Project Leads
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Neha Trivedi
Senior Research ScientistProject Director -
Amelia Burke-Garcia
DirectorSenior Staff
