The U.S. Department of Health and Human Services' National Vaccine Program Office coordinates and ensures collaboration among the many federal agencies involved in vaccine and immunization activities. The Program Office engaged AIR to help them better understand how to disseminate accurate information about the federal systems that ensure vaccine safety. They needed to better understand whether their messages about vaccine safety were reaching their intended audiences.
AIR conducted media and influencer analyses that examined the content and tone of traditional and online media coverage of vaccines and vaccine safety, identified supportive individuals and organizations, and recommended influential and vocal allies. Our findings helped inform the Program Office's messaging and media outreach strategy.