The Putting the PHun in Public Health Immunization Campaigns

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1 The Putting the PHun in Public Health Immunization Campaigns California Immunization Coalition Summit April 18, 2011 Todd Stolp MD Cosmic Toast Studios and Rx Humor

2 Objectives 1. Experience a snicker and/or chuckle 2. Recognize the value of humor in changing social norms 3. Explore ways to bring the topic of vaccination into a larger discussion of engagement in public health 4. Encourage creativity and humor to break down barriers and promote credibility in risk/benefit education.

Percent of Students Setting the Stage: the Challenge Personal Belief Exemption Rates are climbing, with the unvaccinated population shifting from the poor to those Possible side effects.

1 after using LATISSE are an itching sensation in the eyes and/or eye Increase in Permanent Medical (PME) and Personal Beliefs redness, Government which were credibility reported is in lacking,

Students, California 1977-2009 pharmaceutical LATISSE solution companies may cause is also other dismal.

tools are needed to help restore Public- 2.5% Measles, and rubella mumps Varicella requirement requirement Measles Categories 2.

These include skin darkening, eye irritation, dryness of the eyes and Special warnings.latisse solution is intended for use on the skin of the upper eyelid margins at the base of the eyelashes.

3 Percent of Students Setting the Stage: the Challenge Personal Belief Exemption Rates are climbing, with the unvaccinated population shifting from the poor to those Possible side effects.the most common side effects concerned and confused about the risks. 1 after using LATISSE are an itching sensation in the eyes and/or eye Increase in Permanent Medical (PME) and Personal Beliefs redness, Government which were credibility reported is in lacking, approximately but the 4% credibility of clinical of trial (PBE) Exemptions Among Kindergarten patients. Students, California pharmaceutical LATISSE solution companies may cause is also other dismal. less common 2 Both hobble side effects which typically occur close to where LATISSE efforts to influence vaccination compliance. 3 is applied. redness Communication of the eyelids. tools are needed to help restore Public- 2.5% Measles, and rubella mumps Varicella requirement requirement Measles Categories 2.0% of Content in Pharmaceutical outbreak Weighted Percentages of Hepatitis B Ads Ads requirement 1.5% Private partnerships and rally public support. Humor helps. These include skin darkening, eye irritation, dryness of the eyes and Special warnings.latisse solution is intended for use on the skin of the upper eyelid margins at the base of the eyelashes. FACTUAL CLAIMS Any factual information (e.g. symptoms) 82 % Biological nature or mechanism of disease 53.9% Refer PME Risk 1.0% factors to the or cause illustration of condition below. 25.8% DO NOT APPLY to the lower lid. If PBE you Prevalence are using of condition LUMIGAN ophthalmic 24.7% solution or other products for Subpopulation at risk of disease 7.9% elevated 0.5% intraocular pressure (IOP), or if you have a history of APPEALS Rational 86.4% abnormal IOP, you should only use LATISSE under the close Positive 0.0% Emotional 95.1% supervision of your physician. If you develop or experience any eye Negative Emotional 68.9% problems Humor or have eye Year surgery, of Assessment 32% consult your doctor immediately about continued Fantasy use of LATISSE 20.4% Sex CDPH. Immunization 5.8% Branch, JAMA, October 11, 2006 Vol 296, No. 1 2 Association of State and Territorial Health Officers, Communicating Effectively About Vaccines, August, Annals of Family Medicine 5:6-13 (2007)

that humor has physiological effects and

4 Why Humor? *We know: 1.that humor is a universal human trait. 2.that humor has physiological effects and facilitates communication. 3.that humor has beneficial effects The arrival of a good clown exercises a more beneficial influence upon the health of a town than of twenty asses laden with drugs Gesundheit Institute project in Belen Peru Cerebral Cortex February 2007;17: Thomas Sydenham *Disclosure: Dreams and humor essentially remain neuropsychiatric mysteries

5 Employing satire can be the most powerful tool available to us to modify social norms

6 Social Marketing in Public Health Humorous iconography has been wielded as a tool in the social marketing campaign for both the tobacco industry and tobacco control sometimes unintentionally.

7 Comic art is even effectively applied to efforts as serious as suicide prevention Marvel Comics, 2010

Children s literature as a venue for modifying social norms it works!

in an evaluation of a curriculum to modify second hand smoke exposure in the home Two

presentation of the How To Have A Habit program in fourth grade classes demonstrated that

8 Children s literature as a venue for modifying social norms it works! How To Have A Habit In 2002, 741 elementary school students in north Georgia participated in an evaluation of a curriculum to modify second hand smoke exposure in the home Two follow-up surveys conducted by RTI International over two months following the presentation of the How To Have A Habit program in fourth grade classes demonstrated that 50% of the children lacking a smoke free home had tried to get someone to quit smoking, and 14% had established a smoke-free home

9 A broad array of talent and expertise is now poised to apply marketing principles to Public Health messages in revolutionary ways Check out the Super Mighty Crumb Crunchers at

10 Cautioning about the dangers of shaky science using satire can promote a broad array of public health issues, including vaccination practices. DOONESBURY (c) 2011 G.B. Trudeau. Used by permission of Universal Uclick. All rights reserved.

11 The Germ Patrol: A Public Health Curriculum Vaccination education by acquainting students with the mysteries of the immune system

The Germ Patrol: A Public Health Curriculum To be maximally effective, child health education must be Scientifically accurate (metaphorically speaking) Phun

12 The Germ Patrol: A Public Health Curriculum To be maximally effective, child health education must be Scientifically accurate (metaphorically speaking) Phun and/or otherwise engaging Relevant meaning physically present in their lives Exploratory new territory opens the synapses Not patronizing condescension is toxic

13 The Germ Patrol: Step into the precinct Your immune system is like the Law Enforcement of your body The vaccine is like a Wanted Poster, telling the Germ Patrol what the villains look like When the germs show up on the street, the Officers knows what they look like, and throw Strep pneumoniae them in the paddy wagon

14 The Germ Patrol: Grades K through 6

16 Thanks!

ADULT INTAKE FORM Dr. Kimberly Dawdy, B.A. (HONS), N.D Sunset Blvd. Ottawa, ON, K4P 1C5

ADULT INTAKE FORM Dr. Kimberly Dawdy, B.A. (HONS), N.D Sunset Blvd. Ottawa, ON, K4P 1C5 PLEASE PRINT CLEARLY IN BLUE OR BLACK PEN Name: Date of birth: Age: (M/D/Y) Date: Sex: M F Address: Email: Phone number: Home: Work: Mobile: May we leave messages relating to your visits? Y / N If so which