IMC Section 6 – Implementation

RE-AIM Questionnaire (Hypothetical Social Marketing Plan)

The RE-AIM framework provides a structured approach to evaluating public health interventions.

Reach

This campaign’s reach targets parents aged 25–45 with daycare-aged children in Mississippi. Communication strategies will engage parents through pediatric clinics, social media, daycare centers, and community events, with healthcare providers playing a central role: IMC Section 6 – Implementation.

Effectiveness

The effectiveness of the campaign will be measured through pre- and post-campaign surveys assessing parental attitudes and vaccination rates. Testimonials from parents and healthcare professionals will reinforce vaccine benefits, with social media engagement and local vaccine uptake serving as key performance indicators.

Adoption

To implement this, the major stakeholders, such as daycare centres, paediatricians, health departments, and community leaders, will be engaged. Pediatricians will incorporate vaccine discussion into good visits using a presumptive style. Online toolkits, such as infographics and FAQs, will be distributed to daycare providers for consistent messaging.

Implementation

The roll-out strategy will adhere to the PESO model (Paid, Earned, Shared, and Owned media) for extensive coverage. Healthcare providers will be trained on vaccine communication and social media influencers will be engaged to amplify messaging further. A combination of traditional and online approaches will ensure that parents are reached with appropriate and persuasive information.

Maintenance

For maintenance, frequent interaction with pediatricians and daycare facilities will be key. Messages will be created based on research and parental reaction, and synchronization with health agencies will make the campaign sustainable over time. Integrating the campaign into public health programs already in place will further enhance its accessibility and effectiveness.

Guidance for Clinicians on Encouraging Vaccine Uptake

Getting recommendations from physicians is important in boosting confidence in the vaccine. Parvanta et al. (2018) advocate that clinicians stand presumptive, for example, “Your child is due to receive their COVID-19 vaccine today. Let’s get that done.” It normalizes the vaccination and lowers hesitance.

Notably, providers also must handle empathetic and factual concerns. Validation and evidence-based answers to parental concerns are essential (Moudatsou, 2020). For instance, a provider might say, “I acknowledge your worries; however, the COVID vaccine has been tested through rigorous processes and is safe and effective for kids.” Visual material such as infographics and brochures are used to make the benefits of vaccines clear.

Parental choices are also affected by social norms, along with trusted messengers. These will help clinicians refer to local vaccination levels as well as recommendations from the CDC, AAP, and WHO. An example of how we can build vaccine confidence at the bedside is by saying, when engaging in peer discussion, “Most parents I speak with vaccinate to protect their children and community.”

Insights from the “I Vaccinate” Provider Toolkit

The Michigan “I Vaccinate” campaign is a valuable teaching tool owing to the vaccine FAQ and preprepared statements the provider messaging tools it provides (I Vaccinate, 2025). Mississippi can adopt a similar repository of resources to equip health professionals with credible, evidence-based answers. Another lesson centers on the targeted campaign’s social media promotion. I Vaccinate effectively reaches parents on Facebook, Instagram, and Twitter with testimonials and powerful imagery.

Bringing this to Mississippi will allow parents who seek online sources for information related to health to access it. Finally, partnerships with trusted community leaders strengthen vaccine messaging. I Vaccinate collaborates with pediatricians, nurses, and faith-based leaders to build trust (I Vaccinate, 2025). Mississippi can replicate this by involving local pediatricians, health departments, daycare providers, and community figures in outreach efforts, increasing the campaign’s credibility.

Conclusion

The COVID-19 pandemic highlighted the importance of vaccine confidence and effective public health communication. This social marketing campaign seeks to increase vaccine uptake among daycare-aged children in Mississippi by addressing parental concerns, leveraging trusted healthcare providers, and using a multi-channel outreach strategy. The RE-AIM framework will guide implementation, ensuring measurable improvements in vaccine confidence and uptake.

Through targeted messaging, strategic partnerships, and ongoing evaluation, this initiative aims to create lasting behavioral change. Future research should explore vaccine hesitancy trends and assess the impact of digital outreach on parental decision-making. Expanding partnerships and refining communication techniques will be essential for sustaining high vaccination rates.

References

I Vaccinate. (2025). I Vaccinate Provider Toolkit. Ivaccinate.org. https://provider.ivaccinate.org/

Moudatsou, M. (2020). The role of empathy in health and social care professionals. Healthcare, 8(1), 1–9. https://doi.org/10.3390/healthcare8010026

Parvanta, C. F., Nelson, D. E., & Harner, R. N. (2018). Public health communication: Critical tools and strategies. Jones & Bartlett Learning.

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IMC Section 6

Explore the I Vaccinate provider toolkit.

• Website: provider.ivaccinate.org

IMC Section 6 – Implementation

This Michigan-based campaign has been selected as a model for other state health department’s based on its overall effectiveness. Highlight 3 things that you find to be insightful/helpful that you could tie into your own social marketing plan to encourage vaccination in Mississippi. (Copy & Paste – and edit as needed– discussion board response from Week 5!)