A Reframed Message: Peppering Promotion with Persuasion

Convincing a teen that he or she needs any form of preventative care can be a difficult task. And, if this particular form of prevention requires a painful pinch of a needle to administer a vaccine, then the difficulty exponentially increases. A seemingly simple idea of increasing HPV (Human Papillomavirus) vaccinations turned into a complicated approach filled with numerous calls home to parents and data tracking via excel. After seeing minimal success from my initial efforts, my approach evolved from'How can I increase the number of students receiving the HPV vaccine?" to'What can I do to influence teens so they see the importance of the HPV vaccine to their overall health?"

Once I reshaped the focus of the way teens would access this preventative health service, I saw some improvement. I noticed that, like most things in adolescent health care, one-on-one education is one of the key tools of influence.   Thus, teachable moments right before their visit with the clinician served as the perfect time to introduce students to the benefits of receiving the HPV vaccine. Well, almost perfect, as I was also fighting for their attention, as texting and social media apps on their phones are constantly a distraction. My message was too long, and students still left the clinic with the feeling that the vaccine was not needed.

I remember talking to one student who had initially declined the vaccine. During this particular day, I already had educated three other students who all declined the vaccine, so I was a bit discouraged. This time, however, I kept my approach simple; describing HPV and simply stating that the vaccine is cancer prevention. With a few follow-up questions and clarification, my education motivated her to receive the vaccine. So, my approach changed again: 'What language can I use to educate teens about HPV prevention that will persuade them to get the vaccine?"

As I continue through my second term of service, I learn how to better promote preventative health care to teens to increase their access to needed treatment, such as vaccines. My service through National Health Corps Chicago has also provided me with tools—mainly training and mentorship—to identify times when access to healthcare for a population may need a reframed message. Through education and planned promotion, NHC Chicago members serving at Heartland Health Centers will continue to help populations on the north side of Chicago access preventative care services.

This post was written by Lauren Prince.

Lauren serves as a Health Promoter at Heartland Health Centers Senn/Roosevelt.