Transcript Prevention through Education for awareness and

Prevention through
Education
for awareness and
empowerement
Vanina LAURENT-LEDRU
WACC Forum
Panel discussion
Lisbon- 9 May 2011
Vanina Laurent-Ledru
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DISCLOSURE
V. Laurent is currently employed by MSD, a pharmaceutical
company
She is also the president of UniversElles, a French Executive
Women’s Network
Vanina Laurent-Ledru
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The state of play:
from
Evidence
to
Story telling
Boundaries between facts and beliefs
have become increasingly porous

Perceptions around vaccination have been
irreversibly damaged by a series of scare
stories, "to an extent that no amount of
evidence can change the public’s
mind." Margaret Chan, WHO, January 2011

Facts only are not enough to do the job and it
thus appears high time to rethink the
approach to communication to become
more responsive to public concerns.

Concept of Storytelling
Vanina Laurent-Ledru
New
engagement
strategies
People trust each other and
online communities first
Organization or people?
Marketing or peer?
“a person like me”
If organizations want to
participate in people’s
conversation, they must
acknowledge consumer
control
Vanina Laurent-Ledru
Vanina Laurent-Ledru
Case study: HPV vaccination in Europe:
The 4th ECCA/PCCP Cervical Cancer Summit Meeting, 26-27 January 2010,
European Parliament
New communication in England
Classical communication in the NL
1st dose 50.5%, 2nd dose 49.1%, 3rd dose 45.0%
School-based HPV Vaccination Programmes – the English Example: Prof David
Salisbury, Director of Immunisation, Department of Health, UK
Non-School-Based Programmes – the Netherlands: Dr M.A.E. Conyn-van
Spaendonck MD PhD, National Immunisation Programme Manager, RIVM Centre for Infectious Disease Control, The Netherlands.
Vanina Laurent-Ledru
Concerted
efforts of
all
Stakeholders
Civil Society Organizations can provide
a bridge from the science to the lay
public

Culture, language and politics drive
public attitudes.
 Need to go through “Trust networks” for
successful education/ communication
campaigns

CSOs often bring innovative and
effective new approaches to
communication on prevention
benefits.

Estonian Emakas association social media campaign "with
impact on traditional media
http://www.youtube.com/watch?v=6S_tPoYJsAc&feature=related

Women Against Cervical Cancer WACC digital campaign
Vanina Laurent-Ledru
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Empathy does not suffice, link
it with Expertise

Healthcare professionals are necessary to
provide accurate, evidence-based information
and help build educational materials

CSOs in turn may help healthcare professionals
better understand the patient’s perspective on
cervical cancer and vaccination


Eg: WACC Voice of Women survey, which can inform
future communication strategies
Policy makers, industry and media are also
crucial public health partners
Vanina Laurent-Ledru
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From
Education
to
Behavior Change
How to move forward: Increase
health literacy at all levels of
education


“Health literacy is the
capacity to make sound
health decisions in the
context of every day life”
…but in Europe & US, not
enough

Groups at the higher end of
socio economic ladder tend to
be the most sceptical of
vaccines
Vanina Laurent-Ledru
Sørensen et al. (2010): Health literacy and public health: A review and integration of definitions and
models. BMC Public Health (in review)
Sociobehavioral research



Social norms predict both intention to
be vaccinated and vaccination itself
Go beyond education into persuasion in
public health campaigns, through social
sciences
Call for more research to assess
effectiveness and ethical impact of
social sciences on vaccination
• social marketing: engages with
emotional decision making using techniques
borrowed from advertising
• peer education: harnesses the power
of social norms by enabling people to spread
health messages through their networks
• «nudging »: policy interventions that
encourage rather than mandate certain types
of behaviour
See Sturm &al. J Dev Behav Pediatr 2005
Bonell "one nudge forward, 2 steps back“ BMJ, 2011
Opel, Arch pediatr Adolesc Med 2009
• and many others...
Vanina Laurent-Ledru
In a nutshell

Facts only are not enough to do the job
 Perceptions,
Attitudes, Values and Beliefs
key to vaccination sustainable success
 Paradigm
shift needed for successful
implementation:

Concerted and active efforts of all stakeholders

Move away from mere communication to behavioral
change management…but at the same time becoming
more transparent and responsive to public concerns
Vanina Laurent-Ledru