The Centers for Disease Control and Prevention (CDC) has launched a new public relations campaign this year to “reset expectations” around the influenza vaccine. The CDC’s consumer research revealed that some Americans have misconceptions about the benefits of the annual flu shot.
“People are more likely to perceive messages as credible and trustworthy if they set realistic expectations about what vaccines can and cannot do,” explained Sara Dodge Ramey from the CDC during a meeting with federal vaccine advisers.
The CDC’s new campaign, called “Wild to Mild,” was developed based on focus groups conducted in June and July. The goal is to dispel any scare tactics and address the fatigue associated with discussions about respiratory diseases, especially during the fall and winter seasons.
Ramey highlighted the mixed feelings regarding vaccines discovered during the focus groups. Some participants were strongly in favor of getting all recommended vaccines, while others believed they were ineffective or unnecessary.
The “Wild to Mild” campaign, which had a soft launch online in August, aims to highlight the growing evidence that flu vaccination reduces the risk of serious outcomes in vaccinated individuals who still get sick. Despite improvements over the years, the CDC’s surveys indicate that rates of seasonal flu vaccination have plateaued nationwide since the COVID-19 pandemic.
Officials anticipate a potential strain on hospitals this year due to the simultaneous presence of COVID-19, flu, and respiratory syncytial virus (RSV) during the colder months. While flu levels remain low in most parts of the country, some jurisdictions have reported an increase. Additionally, RSV positive tests have been rising, particularly in the Southeast.
Emergency room visits for COVID-19 have been declining nationwide in recent weeks. However, previous years have seen renewed surges of the virus during the colder months, following summer and fall waves.
In addition to addressing flu, the CDC is also preparing separate efforts to raise awareness about the general respiratory season. Participants preferred simpler terms like “flu” or “fall and winter” instead of the term “viral respiratory disease season,” which was considered lengthy and unnecessary.
The CDC’s prevention advice for avoiding these three viruses has not significantly changed from last year. However, all three viruses now have new vaccines available. Older adults and pregnant mothers now have access to recently-approved RSV vaccines, while redesigned COVID-19 and flu vaccines are being rolled out for all Americans.
“When vaccines were included in a list of prevention activities, some people felt that listing it first might diminish the value of the other items on the list. However, they were open to seeing vaccines on the list, just not in the top position,” Ramey explained.
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