Key points
- Routine childhood vaccination in the United States has been very successful in preventing illness and death. Serious diseases such as diphtheria, mumps, and rubella, once common at young ages, are now practically unheard of. Let's keep it that way
- The American Academy of Pediatrics (AAP) recommends children keep up to date on their childhood vaccinations and well-child visits. This helps children stay healthy for school, childcare, and beyond.
Overview
The Keeps It That Way communication effort invites parents and caregivers to learn more about vaccine-preventable diseases and the protection vaccines can provide to children's health. This communication effort encourages parents and caregivers to talk to their child's healthcare provider and keep their child up to date on recommended vaccines.
Why it matters
Keeping children and adolescents up to date with vaccinations is the best way to help protect them from many serious diseases.
In recent years, there have been outbreaks of some diseases that vaccines prevent. These events are happening across the country, and especially in communities with low vaccination rates. You can help. Share Keeps It That Way materials and use evidence-based strategies to encourage parents and caregivers to stay up to date on their child's recommended vaccines.
On-time immunization plays a vital role in protecting children and communities from serious diseases. The vaccine schedule is developed to offer protection from diseases right on time. It's best to vaccinate a child before being exposed to diseases to reduce the risk of serious disease complications.
Audience of Focus
Keeps It That Way is tailored to parents and caregivers of young children. The communication effort was informed by parents' representative of the general public and parents living in rural areas throughout the United States.
Goals
Keeps It That Way was created to raise awareness about the risk of vaccine-preventable diseases and the benefits of vaccination can provide to children's health. This effort invites parents and caregivers to discover the benefits of on-time vaccination for their children. Keeps It That Way aims to:
- Share information with parents and caregivers about diseases and combat misperceptions
- Highlight the importance of childhood vaccinations to protect children's health
- Encourage healthcare provider conversations
Campaign Development
The Keeps It That Way communication effort was developed through formative research with parents. Virtual focus groups were held to listen and to better understand parent's concerns, knowledge, attitudes, and beliefs surrounding childhood vaccination.
- Parents were representative of the general public and included parents living in the rural South and rural Midwest.
- All parents had at least one child between the ages of 0-6 years old and indicated their child have received "at least some" recommended childhood vaccines.
Additional virtual focus groups were conducted to test three creative concepts informed by the formative research. The Keeps It That Way concept tested the highest among parents and was further refined based on feedback.
Partner Resources
Together, we can protect children, families, and communities by encouraging recommended vaccinations. Below are resources and vaccination messages you can use to share key information with your networks. You can help raise awareness about the risk of diseases and the protection vaccines can provide to children’s health.
Interested in individual files? See all Keeps It That Way resources.
Want print-ready files? Download zip files, posters, and fact sheets.