The Brazilian Immunization Society (SBIm) — in partnership with Brazilian Ministry of Health, Brazilian Society of Pediatrics (SBP) and the Brazilian Society of Infectious Disease (SBI) — has launched a campaign called “Calendário de Vacinação da gestante: Um sucesso de proteção para mãe e filho” (“Pregnancy Vaccination Schedule: successful protection for mother and child”). The goal of the initiative is to increase vaccine coverage among pregnant women in Brazil. In 2017, for example, only 38.48% of pregnant women received Tdap, which is unsatisfactory.
In order to help raise these numbers, two millions leaflets and 180 thousand posters are being distributed at Basic Health Units all over the country. In addition, physicians are receiving information about the campaign and the importance of prescribing vaccines. There are also outdoor ads, a website (www.vacinasparagravidas.com.br) and a Facebook page (www.facebook.com/VacinasParaGravidas) where users can access educational information, including an e-book. The goal is to reach 5.1 million users online.
“Most adults don’t get recommended vaccines, even if they know that they are at higher risk of serious complications. Therefore, in addition to the benefits of vaccination for women’s health, the campaign highlights that maternal antibodies generated after vaccination are transferred through the placenta and breast milk, and protect the baby from infections early in life,” says Isabella Ballalai, president of the Brazilian Immunization Society.
SBIm has also started the third phase of Onda Contra Cancer (Wave Against CancerCreated in 2015, the campaign aims to increase knowledge about the role of the HPV vaccine in cancer prevention, — especially cervical cancer which kills 5,000 women in Brazil annually. The project is also supported by SBP and SBI.
Onda Contra Cancer is conducted exclusively online, through a website (ondacontracancer.com.br/), Facebook (facebook.com/ondacontracancer/) and sponsored links on social media, Google and other websites. The marketing strategy was chosen to take advantage of the high engagement of the Brazilian population with digital media. The goal is to reach 5.1 million people.
This year, in order to raise immunization coverage,the initiative targets not only teenagers but also physicians, parents, couples, people living with HIV/Aids and the LGBT population including. “Some 80% of sexually active people will be infected with HPV, regardless of sexual orientation. Condoms are important but do not offer complete protection against HPV. The vaccine is the best way to prevent the disease”, states Ballalai.